Meta is reportedly testing new shopping and research features within its AI assistant, Meta AI, aiming to rival platforms such as OpenAI’s ChatGPT and Google’s Gemini.
According to a report by Bloomberg, the new shopping feature is currently being tested with select users in the US on the Meta AI web interface. The tool allows users to ask for product suggestions across categories such as clothing, electronics and accessories. In response, the chatbot reportedly displays a carousel of product images.
Instead of redirecting users to search engines or third-party websites, Meta AI may provide summaries of product specifications directly within the interface. Each product card is said to include details such as brand name, website and price. The chatbot also presents a short explanation in bullet-point format explaining why those items were recommended.
Users can reportedly make natural language queries, including comparing smartphones, laptops or home appliances. The assistant then offers breakdowns covering price ranges, feature comparisons and possible pros and cons. The report suggests that Meta could eventually add links to online retailers, creating potential monetisation opportunities through affiliate partnerships.
The recommendations are said to be personalised using available user data, including location and inferred gender. In one test example cited in the report, when a user searched for puffer jackets, the assistant referenced the user’s New York location and suggested women’s jackets based on the account name.
A Meta spokesperson confirmed that the shopping tool is under testing but did not share further details about a wider rollout or monetisation plans.
The development comes as AI competitors expand into commerce. ChatGPT has introduced agentic shopping experiences that allow users to explore products and, in some cases, complete purchases through instant checkout with partner merchants. Google is also expanding AI-powered shopping tools within Search and the Gemini app. As rivalry grows, AI companies are positioning their assistants as comprehensive digital helpers rather than simple conversational tools.
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