Meta Platforms (META.O), opens new tab on Wednesday unveiled an artificial intelligence agent aimed at helping businesses carry out day-to-day operations, positioning the social media giant as a player in the enterprise AI market.
Announced at the company’s WhatsApp-focused Conversations conference in London, the new product expands on existing business messaging services by enabling “agentic” capabilities in which the assistant can take actions on businesses’ behalf, like booking calendar appointments and closing sales.
Meta said more than 1 million businesses were already using earlier chatbot versions of such agents on WhatsApp and Messenger. The new version will be added to Instagram as well and rolled out globally to businesses of all sizes.
The move hints at Meta’s ambitions to compete with rivals like OpenAI, Anthropic and Alphabet’s Google (GOOGL.O), opens new tab in the market for enterprise applications of its AI tools, leveraging the reach of its social media apps to try to convince companies to consolidate their ads and other workflows.
“This is definitely an enterprise play,” Naomi Gleit, Meta’s head of product, told Reuters in an interview on the sidelines of the conference.
Shares of Meta rose more than 3% in morning trading.
The Business Agent can be customized to respond to queries on those apps, channeling a company’s tone and handling tasks such as answering frequently asked questions, qualifying leads and escalating complex queries to human staff when needed.
Businesses will initially be able to access the tool for free, with paid subscription options planned in the coming months.
“We actually want to take actions now. We actually want it to be able to complete the payment, to process the booking, to place the order,” going beyond “rule-based automations” for legacy bots, Gleit said.
Alongside the new Business Agent offerings inside Meta’s apps, the company is also launching a broader “Business Agent Platform” aimed at giving businesses tools to build custom AI agents to help them manage their operations elsewhere.
The platform is connected to hundreds of non-Meta systems like Shopify, Zendesk and Shopee, where those agents can be deployed, and provides larger businesses with enterprise-grade controls, guardrails and measurement, the company said.
