Meta to Launch Consumer AI Agent Hatch in Coming Weeks

Meta is preparing to launch a consumer-focused artificial intelligence agent, internally known as Hatch, within the coming weeks, marking a significant step in the company's effort to monetize its substantial AI investments and diversify revenue beyond advertising. According to reports based on internal documents, the platform could debut as early as late August or early September. The company is also targeting October for the release of a new AI model codenamed Watermelon.

Hatch is designed as an AI agent capable of interacting with websites and services to perform tasks on a user's behalf, moving beyond simple chatbot responses. Early versions have been trained to work with platforms including DoorDash, Etsy, Reddit, Yelp, and Microsoft Outlook. The service is expected to feature a customizable dashboard where users can access tools and skills created by agents, such as fitness trackers or travel itinerary planners. Meta has considered a tiered subscription model, with a premium plan potentially priced at up to $199.99 per month to offer higher usage limits.

The initiative is part of CEO Mark Zuckerberg's broader strategy to turn the company's growing AI expenditures into...