Meta Readies Hatch Consumer AI Agent for Launch

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.