Meta is extending its AI push beyond Facebook and Instagram, offering businesses a “Business AI” assistant they can integrate directly into their own websites and ad units. Initially targeted toward Shopify-powered stores, the embedded chat can answer customer queries, recommend products, and complete purchases without forcing users to switch platforms. 

This move aligns with Meta’s broader agentic-AI strategy, led by Clara Shih, aiming to make always-on, brand-voiced assistants available even to small businesses. For shoppers, it promises seamless transition from marketing to transaction; for brands, it could reduce friction and improve conversion rates. Meta indicates the assistant may also be embedded in ads, enabling users to query products and transact within Facebook or Instagram itself.

The scale is ambitious: Meta targets “hundreds of millions” of businesses to adopt these AI tools. However, personalization changes to be introduced from December 2025 across Meta’s platforms have raised privacy concerns. Sensitive categories will be exempted, and updates will not apply in the UK, EU, or South Korea.