Meta tests AI shopping research feature in its chatbot
Rivals like OpenAI and Google have already rolled out similar AI shopping features
Meta is reportedly testing a shopping research feature inside its AI chatbot, according to Bloomberg. The company has started rolling out the experimental tool to some users in the U.S. The feature appears in the web version of Meta AI and is currently visible to select desktop users.
According to the report, the tool allows people to request product suggestions directly within the chatbot interface. A Meta spokesperson confirmed that the shopping tool is being tested but declined to provide further details.
How the AI shopping feature works
Based on the Bloomberg report, when a user asks for product recommendations, the chatbot responds with a carousel of product images. Each item includes captions showing the brand name, price, and a link to the e-commerce website where the product is sold. The system also provides a short bullet-point explanation of why the item was suggested.
The tool does not include a built-in checkout or payment function. Instead, users must click through to the merchant’s website to complete a purchase. This means the feature acts as a product discovery layer rather than a transaction platform.
The report also notes that recommendations may be tailored, when applicable, using available user information such as location data. This suggests that product suggestions could vary depending on geographic context.
The company did not say whether it receives referral commissions from chatbot recommendations, Bloomberg said. It also did not confirm whether brands that advertise across platforms such as Facebook or Instagram receive preference in AI shopping results.
Competition in AI-powered shopping tools
Meta is joining a space that is already moving in this direction. The company faces direct competition from other AI platforms that have added shopping tools. In November last year, Google added agentic shopping capabilities to its Gemini app and AI Mode in the U.S. Around the same time, OpenAI introduced a Shopping Research feature in ChatGPT. At launch, the company said the feature will enable users to ask shopping questions and generate a personalized buyer's guide that pulls in current information from the web.
Meta’s move fits within this industry shift. On a recent earnings call, Mark Zuckerberg said the company plans to release new products that demonstrate a “uniquely personal experience” based on users’ history, interests, content, and relationships. He also said that Meta’s new agentic shopping tools would help people find specific products from businesses in its catalog.
Testing a shopping research tool inside its AI chatbot shows that Meta is also moving product discovery into conversation.
Recap
What is Meta AI's new shopping feature?
Meta AI's shopping feature lets users request product recommendations directly in the chatbot. It returns a carousel of product images with brand names, prices, and links to merchant websites, plus brief bullet-point explanations for each suggestion.
Can you buy products directly through Meta AI chatbot?
No, Meta AI's shopping tool does not include a built-in checkout. Users must click through to the merchant's website to complete a purchase, making it a product discovery tool rather than a transaction platform.
How does Meta AI shopping compare to ChatGPT and Gemini?
Meta joins Google Gemini and ChatGPT, which both launched AI shopping tools in late 2024. All three platforms offer product discovery within chat interfaces, signaling a broad industry shift toward conversational commerce.