Meta Tests AI Shopping Research Tool to Rival ChatGPT and Gemini

Meta Platforms is bringing generative AI into shopping decisions, using data on user interests and product catalogs accumulated across its social platforms to deliver recommendations tailored more closely to shoppers’ needs. The move pits Meta directly against OpenAI’s ChatGPT and Google’s Gemini. It could also determine whether the company can expand its advertising influence in the roughly $200 billion retail media market.

As of July 19, 2026, Meta was testing an AI feature called “Shopping Research.” Users can describe what they are looking for within the Meta AI browser without switching among multiple tabs, and the system organizes information such as recommended brands and prices into cards. Meta has not announced a formal launch date, test markets or the range of supported products. The accuracy of its recommendations and its approach to monetization will be key areas to watch.