Meta's Hatch AI Assistant Can Shop and Fill Forms, Internal Memo Reveals

Meta's internal AI assistant, known as "Hatch," can fill out forms and buy things. It can also perform deep research, according to an internal memo reported by Business Insider on Thursday. The assistant is designed as a personal agent for consumers, with enhanced memory and a feature that requires user approval before carrying out sensitive actions.

The product could become a new revenue stream for Meta, joining its existing AI models, coding agent, and AI-powered advertising tools, the report said.

Hatch was made available to Meta employees outside the company's AI lab last month for testing. A launch date and price have not been announced. Earlier reports indicated the consumer-focused AI agent could debut within weeks, with a tiered pricing system that could reach $199.99 per month for a premium subscription offering higher usage limits.

The assistant has been trained to access websites including DoorDash, Etsy, Reddit, Yelp, and Outlook. Early prototypes include a customizable dashboard that displays tools or skills created by the agent, such as fitness trackers or travel itineraries, according to the report.

Meta has been planning an agentic AI assistant for consumers that would be comparable to OpenClaw but easier to use, the report said. Meta CEO Mark Zuckerberg said during an earnings call that there is an opportunity to build a more polished version of the OpenClaw experience.

Separately, Instinct, a developer of an AI assistant gaining traction among early adopters, is raising a $250 million Series B at a $2.5 billion valuation, according to a report Wednesday. Instinct, founded in 2025, has raised $350 million including the new round.