Meta Introduces Business AI Assistant for E-commerce Websites

Meta has launched Business AI, a digital assistant that extends its AI technologies beyond adverts on its platforms to third-party websites. The chat-based assistant helps shops recommend products and expedite purchases. Companies can incorporate the feature into Facebook and Instagram advertising or Shopify websites. Meta plans to launch the assistant on WhatsApp and Messenger in Mexico and the Philippines later this month, with more markets to follow.

Meta has recently unveiled Business AI, a digital assistant designed to extend its AI technologies beyond adverts on its platforms to third-party websites. This new tool aims to revolutionize the way businesses interact with their customers, offering a seamless shopping experience through chat-based interactions.

Business AI is a plug-and-play sales agent that brands can add to their websites and utilize within Facebook and Instagram campaigns. The tool is designed to facilitate guided shopping and lead conversion without requiring custom coding. Currently, it is live for eligible businesses in the United States, with plans to expand to more countries in the near future Meta rolls out ‘Business AI’, a sales concierge for websites, ads and chats^[1].

One of the key features of Business AI is its customization capabilities. It can be integrated into Meta Business Suite and trained on a brand's website, product catalog, past social posts, and ad campaigns. The assistant handles customer queries, nudges users from discovery to purchase, and can be surfaced directly from Meta ads, leading to a chat experience. All conversations are saved back in the Business Suite inbox for follow-ups Meta rolls out ‘Business AI’, a sales concierge for websites, ads and chats^[1].

In addition to the shopper-facing bot, Meta is introducing a Meta AI business assistant inside Ads Manager and Business Support Home. This assistant provides campaign tips, diagnostics, and help with account issues such as spend limits. Meta plans to offer limited access to select small businesses this year, with broader availability scheduled for 2026 Meta rolls out ‘Business AI’, a sales concierge for websites, ads and chats^[1].

The update cycle also introduces several new features, including virtual try-ons, post-click personalized pages, AI-generated music, dubbing, and HDR enhancement for video ads, as well as persona-based image generation. These enhancements aim to create more engaging and personalized advertising experiences Meta rolls out ‘Business AI’, a sales concierge for websites, ads and chats^[1].

Meta's launch of Business AI coincides with its broader strategy to use people's interactions with its AI features to personalize content and ads across its apps. Notifications for this update will begin on October 7, 2025, and there is no opt-out option for those who choose to use Meta AI. However, the policy excludes the UK, EU, and South Korea, and sensitive topics like religion, health, or politics will not be used for ad targeting Meta rolls out ‘Business AI’, a sales concierge for websites, ads and chats^[1].

Meanwhile, OpenAI's ChatGPT has recently launched direct product purchases with Etsy and Shopify using the Agentic Commerce Protocol. This development marks a significant shift in conversational AI applications, transforming ChatGPT into a transactional interface and unlocking new e-commerce business opportunities. The Agentic Commerce Protocol is an open standard developed in collaboration with Stripe, enabling merchants to connect their inventories and payment systems to the AI platform ChatGPT Launches Direct Product Purchases with Etsy and Shopify Using Agentic Commerce Protocol^[2].

The integration of AI-driven commerce in platforms like ChatGPT and Meta's Business AI is expected to boost e-commerce sales and enhance user experiences. According to a 2021 PwC report, AI in e-commerce could add up to $9.6 trillion to global GDP by 2030, with conversational commerce being a key driver ChatGPT Launches Direct Product Purchases with Etsy and Shopify Using Agentic Commerce Protocol^[2].