Meta introduces AI tools to enhance shopping on Facebook, Instagram

New AI-driven tools aim to enhance product discovery with review summaries, brand insights, and seamless checkout options, enabling users to shop directly within Meta’s platforms while creators gain expanded affiliate opportunities across global markets.

Meta is testing a new suite of AI-powered shopping features designed to improve product discovery and drive in-app purchases across Facebook and Instagram. Announced at the Shoptalk 2026, the update introduces an enhanced shopping experience that provides users with detailed product information and AI-generated summaries of customer reviews when they interact with ads or product links.

AI to simplify product discovery

The new feature uses artificial intelligence to present a concise overview of “what people are saying” about a product, reducing the need to browse through multiple reviews. Alongside summaries, users will also see brand details, recommended items, and available offers or discounts. A built-in option allows shoppers to quickly add items to their cart, streamlining the browsing experience.

Meta is also upgrading its checkout process in partnership with Stripe and PayPal, enabling one-tap purchases within its apps. Additional integrations with partners like Adyen and Shopify are planned, giving advertisers flexibility in managing transactions while keeping users within the platform.

Expanding creator and affiliate ecosystem

The company is also enhancing its affiliate ecosystem to support creators amid rising competition from short-video platforms. New partnerships with platforms such as Amazon, eBay, and Shopee will allow creators to monetise content through product promotions.

Additionally, Instagram Reels creators will gain access to product catalogs across 22 countries, enabling them to feature items directly in videos. The move underscores Meta’s broader push to combine AI, commerce, and creator-driven content into a unified shopping experience.