Technical reports to the Financial Times revealed that Meta is moving to develop a sophisticated digital assistant powered by the new AI model "Muse Spark".
The move aims to give AI autonomous "ability to act," allowing it to perform complex daily tasks on behalf of users, in a radical shift toward "hyper-personalization" that connects an individual's needs to a machine's ability to get things done.
Meta is in a frantic race to close the gap with OpenAI , with the company reportedly training an AI agent codenamed Hatch.
This project is directly inspired by the superior OpenCloud model, which is characterized by its ability to connect hardware and software tools and learn from data with minimal human intervention. Meta aims to complete internal testing of this agent by the end of next June, which will be the cornerstone of its upcoming technology ecosystem.
Instagram. The Business Interface of AI
According to sources, Meta also plans to integrate a separate smart shopping tool into the Instagram app before the fourth quarter of this year.
Through this move, the company seeks to transform social interaction into a fully automated shopping experience, where a smart agent can suggest products and complete purchases, further cementing Instagram's position as a leading AI-powered e-commerce platform.
The developments come at a sensitive time for Meta, which is facing scrutiny from investors over "increased capital spending."
After raising its annual spending forecast to inject billions more into its AI infrastructure, the company finds itself required to offer tangible products such as Hatch and Muse Spark to justify these huge costs, and to prove that its investments will deliver a profit boom rather than just a drain of resources.
The fundamental difference between regular chatbots (such as ChatGPT in its first version) and "agents" (such as OpenClue and Hatch) is that the latter does not only answer questions, but also has the authority to access applications, manage schedules, and control software to execute actual commands in the digital world.
Meta raised its AI budget in the fourth quarter of 2025 and the beginning of 2026, making the company's stock very sensitive to any news related to the success or failure of these new models to reach the public.