If there was any doubt that Meta knows (or listens to) what its users want, it is eliminating that with another layer of AI. Meta has a new shopping experience built within Muse Spark, the company’s new AI model that launched last week.

The AI can suggest outfits, help users style a room, or figure out what to buy for friends and family. Meta’s new shopping model pulls from creator content and brand storytelling already on Instagram and Facebook that users follow. For retailers, it is another discovery channel powered by AI and conversational commerce.

The new shopping experience is powered by Meta Superintelligence Labs, which launched in June 2025 and built Muse Spark. It is currently available on the standalone Meta AI app and will roll out on Instagram and Facebook in the coming weeks. The shopping experience will be found in the search circle next to the “Search with Meta AI” tab when users go to their explore page on Instagram.

The new AI experience will not change the look of Meta’s social apps. It is a dynamic recommendation engine that the company said will get smarter with AI over time.

Eventually, Muse Spark will unlock new features that can surface and cite recommendations and content shared across Instagram, Facebook, and Threads.

At Shoptalk last month, Meta said it is investing in AI-powered shopping tools for creators across Instagram and Facebook along with a one-tap checkout button. Ultimately, Meta is combining product discovery with creator content, targeting, and direct purchase intent signals, all within its own ecosystem. This means shopping without leaving Meta’s family of apps.