Meta uses AI to simplify shopping across Instagram and Facebook

Meta is expanding its use of artificial intelligence to reshape how users discover and purchase products across its social platforms, including Facebook and Instagram. The company aims to use AI not only to inform shoppers but also to guide purchasing decisions, ultimately driving higher sales.

At the Shoptalk 2026 conference this week, Meta revealed that it will begin testing a new feature designed to give users more detailed product insights. When someone clicks on an ad or visits a retailer’s website via Facebook or Instagram, they will be presented with a pop-up experience that includes product details and a summary of user reviews.

The approach mirrors a feature introduced by Amazon in 2023, where generative AI is used to condense large volumes of customer reviews into concise summaries. Instead of reading through hundreds of individual comments, users can quickly grasp the overall sentiment with a short overview on the product page.

Meta is adopting a similar strategy. In its implementation, the AI system will generate a “what people are saying” summary that may include a short introduction followed by key bullet points highlighting common feedback about the product.

Beyond review summaries, Meta’s feature will also deliver broader context. Users may see additional details about the brand, suggestions for related products, and information about available discounts or ongoing sales. On individual product pages, there will also be an option to add items directly to the shopping cart in the app.

This enhanced discovery layer is paired with a redesigned checkout experience. Developed in collaboration with payment providers Stripe and PayPal, the updated flow allows users to complete purchases in a few steps, often with a single tap. Meta has also indicated that further integrations with Adyen and Shopify are planned for future rollout.

Advertisers retain control over which checkout partners they choose to work with. When a user taps the “Buy Now” option, the transaction is processed seamlessly while the shopper remains in Meta’s app, streamlining the entire purchase journey.

These checkout improvements are part of a broader set of updates focused on product discovery and creator-driven commerce. Meta is also expanding affiliate opportunities for creators on Facebook as competition intensifies with TikTok. New affiliate partnerships include major platforms such as Amazon, eBay, and Temu in the United States, Mercado Libre in Latin America, and Shopee across Asia.

On Instagram, Meta plans to begin testing affiliate integrations later this year, allowing partners like Amazon in the U.S. and Shopee in Asia to select products for promotion and set commission rates. Creators will then earn a share of sales generated through their content. Additionally, creators producing content on Instagram Reels will gain access to product catalogues from businesses across 22 countries. This will make it easier for them to discover and feature items in their videos, further blending content creation with commerce.

Through these updates, Meta is positioning AI as a central component in the evolution of social commerce, aiming to make the path from discovery to purchase faster, more informative, and more integrated within its platforms.