After ChatGPT and Gemini, Meta AI wants to go shopping for you

Meta is quietly testing a new shopping research feature inside its Meta AI chatbot, aiming to turn the assistant into a personalized product discovery engine. The tool, currently available to a limited group of U.S. users on the web, responds to product-related queries by displaying a carousel of items—complete with images, brand names, prices, and direct links to merchant sites.

This move signals Meta’s entry into the growing AI-powered shopping space, where rivals like ChatGPT and Google’s Gemini are already experimenting with in-chat commerce. Bloomberg reports that when users ask Meta AI for product suggestions, such as “puffer jackets,” the chatbot tailors results using available user data like location and inferred demographics. In one test, recommendations were customized for New York-based users and filtered for women’s styles.

Meta’s strategy leverages its vast repository of user information to deliver highly personalized shopping experiences—something that could give it an edge over competitors. While it’s unclear if Meta earns commissions on clicks or prioritizes products from its own ad ecosystem, the long-term vision aligns with CEO Mark Zuckerberg’s goal of building “personal superintelligence” capable of delivering uniquely tailored experiences.

The broader AI industry is rapidly converging on similar shopping integrations. OpenAI’s ChatGPT already offers a Shopping Research tool, while Google is building a Universal Checkout Platform for Gemini that allows users to complete purchases without leaving the chat. Amazon’s Alexa+ now supports conversational shopping through partners like Expedia and Yelp, and Microsoft is testing Copilot Checkout to streamline in-chat buying.

As AI chatbots evolve from information providers to transactional assistants, Meta’s latest experiment could mark the beginning of a new era in conversational commerce—one where your next purchase might start with a simple question to an AI.

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