Meta is trying to sell AI agents to businesses in latest effort to diversify away from ads

Meta is embarking on a new journey to enhance its revenue streams by tapping into the booming market of AI agents. The social media giant announced on Wednesday the introduction of the Meta Business Agent, a feature designed to operate across popular platforms such as WhatsApp, Messenger, and Instagram. This innovative tool aims to assist businesses in interacting with customers, offering product recommendations, and managing appointment bookings. This new feature will be part of a subscription service called Meta One, which was unveiled last week to provide premium services tailored for creators and businesses. During a company event in London, CEO Mark Zuckerberg highlighted the potential of the Meta Business Agent, stating, "Today, I want to introduce Meta Business Agent, giving every business, of any size, an agent to talk to customers and help run your operation." He emphasized that even smaller enterprises, like a clothing store in Birmingham or a bakery in São Paulo, can now deliver the same 24/7 personalized service as larger brands. Historically, Meta has relied heavily on advertising, which still accounts for approximately 98% of its revenue. Despite facing challenges in selling both digital and physical products, the company is leveraging AI to strengthen its core operations. Zuckerberg expressed his aspirations to expand Meta's capabilities in AI, aiming to compete with industry leaders like OpenAI, Anthropic, and Google in creating advanced models and offering associated services. The Meta Business Agent is designed to evolve over time, with Zuckerberg stating, "As our models advance, your agent will take on more and eventually help you run your whole business." Last October, Meta introduced a trial version of this service, previously known as Business AI, which was limited to select countries such as Mexico and India. The competitive landscape for AI agents is heating up, with major players like Amazon and Microsoft recently launching their own tools. Additionally, the OpenClaw AI agent platform has seen a surge in popularity, described by Nvidia CEO Jensen Huang as one of the most significant open-source projects ever. For businesses already utilizing Meta's WhatsApp Business Platform, the new AI agent feature will operate on a consumption model, similar to their current messaging payment methods. Moreover, customers will gain access to a new Meta Business Agent Platform, enabling them to connect with third-party data sources like Shopify and Zendesk, thereby enhancing personalized user experiences within the messaging applications they already use. As Meta continues to innovate, the integration of AI into its business model signals a significant shift in its strategy, aiming to create a more diverse revenue structure beyond traditional advertising.