Sources: Meta is building an OpenClaw-inspired agent internally called Hatch, to be powered by its Muse Spark model, and an agentic shopping tool in Instagram (Jyoti Mann/The Information)

Meta is developing proprietary AI agent technology, including an internal system called Hatch powered by its Muse Spark model and a shopping agent for Instagram, signaling a strategic shift toward autonomous AI systems that could reshape e-commerce and user engagement. This initiative positions Meta to compete directly with OpenAI and other AI leaders in the agentic AI space, potentially creating new revenue streams through AI-driven commerce while requiring IT organizations to prepare for integrating advanced AI capabilities into existing platforms. Technology leaders should anticipate increased investment in AI infrastructure, model optimization, and the operational complexity of managing autonomous systems at scale.