Meta Business Agent drives AI-powered conversational commerce

Meta has launched Business Agent, a software designed to automate conversational commerce workflows within its messaging applications. This tool allows global retail brands to handle transactions and support tickets autonomously, placing AI at the heart of social commerce. Integrated natively into Instagram, Messenger, and soon WhatsApp, the platform addresses the inefficiencies of traditional contact centers. It creates a persistent digital sales representative that operates globally, significantly reducing cart abandonment rates associated with external payment portals.