Meta Drops AI Usage Metric, Pivots to Hatch Agent

Meta is seeking to move generative AI beyond chatbots into consumer agents that can complete tasks on a user’s behalf. Its code-named Hatch assistant is being designed to fill out forms and purchase products, potentially placing the company more directly against rival autonomous assistants. The product is also important to Meta’s effort to turn heavy spending on models and computing infrastructure into recurring revenue and services used in everyday transactions.

Meta is testing Hatch and could launch the consumer-focused agent within weeks, according to reports. The company is also targeting October 2026 for a next-generation AI model code-named Watermelon, which could underpin future agent capabilities. Meta is considering premium subscription tiers priced as high as $199.99 a month, signaling that advanced features and higher-usage access may form part of its AI monetization strategy alongside broader consumer distribution.

Meta is moving generative AI beyond chat and into agent services capable of carrying out tasks. Code-named Hatch, the project is aimed at Instagram and other Meta apps, with the goal of letting AI perform actions for users around the clock. The initiative also seeks to convert Instagram’s social traffic into transactions and challenge TikTok Shop. Meta has not disclosed its research and development or investment spending.

Meta is also upgrading its commercial AI customer-service chatbot to Business Agent, expanding support for Instagram merchants and developing product discovery and purchasing tools. CEO Mark Zuckerberg said Hatch could launch as early as the end of 2026. As of July 20, 2026, Meta had not disclosed an exact launch date, service regions, transaction commission rates or revenue targets.