Meta Tests Hatch AI Assistant That Can Fill Out Forms and Buy Products

Meta’s upcoming artificial intelligence assistant, known in-house as “Hatch,” can fill out forms, buy things, perform deep research and “do anything you can do online,” the company said in an internal memo, Business Insider reported Thursday (Aug. 27).

Hatch is designed to be a personal agent for general consumers. It has a better memory than most AI models, and it allows users to approve sensitive actions before it begins performing them, the memo said, according to the report.

For Meta, Hatch could join the company’s AI models, coding agent and AI-powered advertising products as a new way to make money from its AI investments, the report said.

The product’s launch date and price are not known. It was made available to Meta employees outside the company’s AI lab last month for testing, per the report.

Meta did not immediately reply to PYMNTS’ request for comment.

It was reported Monday (Aug. 24) that the consumer-focused AI agent could debut in the next several weeks.

That report said Meta has considered a tiered pricing system, including charging up to $199.99 per month for a premium subscription to Hatch that would offer higher usage limits.

Hatch has been trained to access websites such as DoorDash, Etsy, Reddit, Yelp and Outlook, and early prototypes have a customizable dashboard that displays tools or skills created by the agent, such as fitness trackers or developing a travel itinerary, per the report.

It was reported in May that Meta was planning to build an agentic AI assistant for consumers that would be comparable to OpenClaw but easier to use.

That report said Meta tried to hire OpenClaw founder Peter Steinberger before he joined OpenAI and that Meta CEO Mark Zuckerberg said during an earnings call that there is an opportunity to develop a version of the OpenClaw experience that is more polished and easier to use.

It was reported Wednesday (Aug. 26) that Instinct, the developer of an AI assistant that seems to be gaining traction among early adopters, is raising a $250 million Series B at a $2.5 billion valuation. Instinct was founded in 2025 and has raised $350 million, including the new round.

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