Meta is working on Hatch, a proprietary AI agent, and a shopping tool with agent features that will be integrated directly into Instagram.
Meta is working on Hatch, a proprietary AI agent, and a shopping tool with agent features that will be integrated directly into Instagram.
According to The Information , Hatch is the code name for Meta’s internal project to develop its own AI agent. Essentially, it’s an AI-based agent capable of performing tasks autonomously, without requiring step-by-step instructions from the user.
Essentially, this is the company's attempt to give ordinary users access to advanced autonomous AI assistants, similar to tools like OpenClaw.
There is no official launch date for Hatch yet, and many technical details are being kept under wraps. However, the fact that information about the project has already leaked to the press suggests that it is well into development. Sources close to the matter indicate that Meta is investing heavily in infrastructure and specialists to turn this agent into a functional reality with the ability to work in various contexts within its platforms.
Sources also indicate that the current development phase of Hatch is supported by the latest Anthropic models, including Claude Opus 4.6 and Claude Sonnet 4.6. However, this is only a transitional solution. Another source noted that when Hatch officially launches, it will fully transition to Meta’s own latest AI model, Muse Spark.
Along with developing Hatch, Meta is also working on a shopping tool with agency capabilities directly on Instagram.
The main functionality of this shopping tool is to allow users, while viewing Instagram Reels or their feeds, to access detailed product information directly through AI and complete the checkout process in the app, without having to be redirected to an external web page. This move is seen as a direct response to the rapid growth of TikTok Shop.
The launch is planned for the fourth quarter of this year.
