Meta unveils 'Project Hatch' AI assistant that can handle online tasks for users

Meta has shared an internal briefing describing its forthcoming AI assistant, internally dubbed Project Hatch, which aims to act as a personal agent capable of completing a wide range of digital tasks. According to the memo, Hatch can log into accounts, complete online forms, purchase items, conduct deep research and interact with apps such as email, calendar, Spotify, Instagram and OpenTable. It is said to have a persistent memory, allowing it to recall user preferences and request approval before executing sensitive actions.

The company frames Hatch as a general-consumer product meant to rival similar offerings from Google, OpenAI, Anthropic and the startup Instinct. While the memo highlights examples like finding a dog sitter and buying a gift, Meta has not disclosed pricing or an exact rollout schedule, though other reports have floated a subscription model potentially costing up to $200 a month. A Meta spokesperson declined to comment on the details.