Meta integrates generative AI into Facebook and Instagram shopping

At the Shoptalk retail and commerce conference this week, Meta announced it is testing a new AI-powered shopping experience on Facebook and Instagram. The updates include a feature that uses generative AI to summarize user reviews, alongside a streamlined checkout flow designed to let consumers complete purchases directly within the apps. The checkout update is built in partnership with payment processing providers Stripe and PayPal. Under this system, the advertiser remains in control of which checkout partner they use, allowing consumers to complete a purchase and fulfill the order while remaining inside Meta’s apps.

The new generative AI feature summarizes user reviews into a short paragraph, mirroring a similar product review rollout introduced by Amazon in 2023. Instead of requiring users to read through multiple individual reviews, Meta’s tool will offer a round-up of what people are saying about a product, including a brief introduction and key bullet points. In addition to review summaries, the new pop-up experience will provide other general information, including details about the brand itself, recommended products, potential discounts or sales, and a button to add the item to the user’s cart. For the checkout flow, Meta is also working on future integrations with payment provider Ayden and e-commerce platform Shopify, which are planned to roll out later.

Alongside the AI and checkout updates, Meta is expanding its creator affiliate program to compete with TikTok. The expansion introduces new affiliate partners that will allow creators to earn commissions on featured products.

On Facebook, the new affiliate partners include:

• Amazon, eBay, and Temu in the United States
• Mercado Libre in Latin America
• Shopee in Asia

Later this year, Instagram will also begin testing affiliate partnerships with Amazon in the United States and Shopee in Asia. Under this program, the affiliate partners will choose which products to feature and set the commission rates for sales generated through creator accounts. Additionally, Instagram Reels creators in 22 countries will gain access to product catalogs from businesses to help them find items to feature in their videos.

Why it matters

Meta is integrating generative AI into its shopping experience to streamline product discovery and checkout, while simultaneously expanding its creator affiliate program to compete with TikTok.