Meta's 'Hatch' AI can now book restaurants and find dog sitters, memo reveals

Meta is moving closer to launching its own advanced AI assistant, internally known as "Project Hatch," as the company aims to compete in the rapidly evolving market for personal AI agents. According to an internal memo seen by Business Insider, Hatch is being designed as a highly capable agent that can perform a broad range of online tasks, going well beyond the traditional confines of digital assistants like Alexa or Siri. The new product can DJ music, order food, book restaurant tables, and even directly access platforms such as Instagram.

The memo, distributed to Meta employees, describes Hatch as "a personal agent that's always working on your behalf to help achieve your goals and improve your life, your health, your relationships, your personal finances and more." It highlights several features that set Hatch apart, such as its ability to use its own computer to handle web-based activities, including filling out forms, making purchases, and performing in-depth research. Meta is positioning Hatch as a broadly capable consumer tool at a time when generalist agents are gaining attention in the tech world.

Project Hatch’s development comes as other major players introduce rival offerings. Google launched Gemini Spark earlier this year, while OpenAI and Anthropic have both moved into the market for AI systems that can control user computers. New entrants such as Instinct, a startup whose AI assistant can be reached by phone or text, have also generated significant buzz.

According to the memo, Hatch integrates directly with applications like email, calendar, Spotify, Instagram, and OpenTable. Notably, the memo claims Hatch can remember more than most AI systems, with users retaining control over sensitive actions through prior approval. Customization appears to be a key focus: users can name their agent, define its conversational style, and determine what it pays attention to. If an error occurs, users can correct Hatch, which will then adjust accordingly. The agent can also operate in the background, carrying out tasks even when its app is closed.

A Meta product manager who communicated the memo to staff described personal experiences using a Hatch agent named Veda, which helped find a new dog sitter, purchase a Father’s Day gift, and implement changes to sleep habits.

While Meta has not revealed precise pricing or a launch date, The Information previously reported that the company is considering a price point as high as $200 per month and may launch Hatch within the next few weeks. Much of Meta’s AI revenue to date has stemmed from improvements to its advertising products, but Hatch could represent a new opportunity to monetize AI more directly.

Meta CEO Mark Zuckerberg has previously expressed his ambition for the company to build powerful, highly personalized AI assistants. In a recent manifesto, he wrote, “Meta is the company primarily focused on building personal superintelligence for everyone.” A Meta spokesperson declined to comment to Business Insider regarding plans for Hatch.

As demand for capable, multitasking AI assistants heats up across the industry, Meta’s forthcoming launch of Hatch could reshape the competitive landscape, setting a new standard for consumer-facing AI products.