Introducing a New Era of Product Discovery Powered by AI and Creators

Key Takeaways:

• Empowering Creators with New Ways to Share Products: Creators are one of the most trusted voices in shopping and are always looking for more ways to connect their audiences to the products they love. Now, we’re helping creators highlight products directly in their posts and Reels, and earn money through new affiliate partners.
• AI Shopping Experiences: Today people discover products they love in our apps and now we’re making it easier to confidently make a purchase by surfacing more product details with AI and testing one-click checkout after clicking an ad.
• Retail Media Networks: We know retail media advertisers are looking for ways to promote specific products within their catalogs. To help, we're introducing new ways for RMNs and brands to partner on ad campaigns and giving them more options over the products they want to promote.

Every day, billions of people come to Meta’s apps to discover something new - a product that a creator loves, a brand that catches their eye, or a style they didn’t know they were looking for.

AI is helping drive those moments of discovery, whether it's surfacing more relevant content than ever before or our Advantage+ suite of tools helping millions of businesses turn that relevance into results.

At the same time our AI infrastructure is creating more moments for businesses to connect with the 3.5 billion people that come to our apps daily: conversion growth is accelerating year-over-year and ad impressions increased 18% in Q4 2025.¹

But discovery doesn’t always lead to a sale. Now, at ShopTalk 2026, we're introducing new ways for creators to recommend products while making it easier for people to use AI to discover new products, learn more about them and make a purchase.

New Tools Help Creators Tag, Earn and Grow

Creators play a critical role in marketers’ organic strategies, helping them reach new audiences and create diversified creative for their ad campaigns. Over half of all shoppers now say online influencers shape what they buy, making creator content a powerful driver of shopping behavior.¹

Today we’re introducing new tools that help businesses harness the influence and creativity of creators to drive sales while helping communities discover products from the voices they trust most.

Expanding Affiliate Partnerships

We’re expanding Facebook affiliate partnerships to more test partners, including Amazon, eBay and Temu in the United States, Mercado Libre in Latin America, and Shopee in Asia. This spring, we also plan to begin testing similar affiliate experiences on Instagram starting with Amazon in the United States and Shopee in Asia.

With affiliate partnerships, creators tag products from retailers in their Facebook posts to help their communities find and buy products. Partners choose which products to feature and set the commission for sales. When someone purchases a product through a creator’s post, the creator earns a commission from the partner making it easy and simple for both to benefit. These affiliate partnerships will be fully rolled out to creators in the coming months.

Link Products in Instagram Reels

Beyond affiliate partnerships, we’re also making it easier for creators to link products more broadly on Instagram. Now creators can create shoppable moments of discovery by sharing products from a brand’s catalog or through product links directly in their Reels.

This spring, businesses in 22 countries will be able to provide their product catalogs to creators, helping more people find their products in creators’ Reels.

These updates turn creator content into a new sales channel for businesses and a new opportunity for creators to monetize.

New Ways for AI to Guide The Shopping Experience

Business AI gives brands an AI sales agent to guide people through their shopping journey. After introducing retailers to Business AI on ads at Shoptalk last year, we’ve brought the capability to new markets across Asia and Latin America and introduced new features like lead capture for our messaging platforms.

Now, we’re taking our next step in our journey by bringing AI to our in-app post-click experiences to surface more product information and make it easier for people to checkout.

Highlight More Product Information with AI

People discover products they love on Facebook and Instagram every day, but it can be difficult to make a purchase without having the right information in front of you. We’re testing a new AI experience that allows people to see more of the information they need to make a purchase after clicking an ad or visiting a website from Facebook or Instagram. These new browsing capabilities allow people to buy with confidence by surfacing reviews, brand details, discounts and product recommendations.

New Checkout Experience

When people find a product that they love, we want to make it as easy as possible to complete that purchase right where they are. We’re introducing a new checkout experience that helps people make a purchase in just one tap. We’re working with partners across the payments ecosystem to provide merchants the flexibility to choose the right integration that works for them. We’re starting with PayPal and Stripe to enable this experience, with Adyen and Shopify to come.

After clicking on an ad, a person may see a “Buy now” button that will allow them to make a purchase from a business. Advertisers choose the checkout partner that works best for them and fulfill the order directly.

In addition to introducing a new checkout experience, we’re also letting more businesses in Canada, Mexico, Taiwan, Japan, Korea, UK and Australia use shops as a destination for their ad campaigns this spring.

• "We believe that the best experience is one that meets the customer where they are, making every interaction as effortless as possible. This new checkout experience is an opportunity for us to be more present in the moments that matter most. It meets consumers in the moment, anticipates their needs, and delivers a complete end to end buying journey. As a gifting brand, it's not just a better consumer experience for our customers, it's a better relationship." - Melanie Babcock, CMO, 1-800-Flowers.com
• “At Fanatics, we’re obsessed with the fan experience, which means meeting fans wherever they are and making it easy to shop across their digital journey. This new checkout experience is opening up new ways for us to do that: fans can move from discovery to purchase in just a few taps, unlocking faster, more seamless ways to shop the gear they love.”- Sashanka Vishnuvajhala, SVP, Technology, Fanatics
• “At Quince, we think checkout is a critical part of the customer experience, not just a final transaction step. As commerce continues to evolve across platforms, we’re focused on reducing friction and creating seamless paths to purchase that meet customers where they are.” - Steve Neola, VP Product Storefront, Quince

With AI surfacing more information for customers and enabling faster checkout experiences, we’re helping marketers make the journey from discovery to purchase.

Product-Level Optimizations for Campaigns

We’re also including more product information in our ads experiences to help with discovery, helping advertisers make the most of their product catalogs.

Testing Product Set Optimization

When brands partner with retailers on ad campaigns, they want the confidence that their budget is promoting the right products to the right people. We’re beginning to test product set optimization, so retail media networks can choose which products are promoted and receive detailed product level reporting on their campaigns.

For example, a RMN can now run a campaign for a beauty brand, ensuring the brand’s budget only promotes their new lipstick line, instead of the retailer’s entire cosmetics catalog. With product set optimization, the beauty brand now has clearer performance data and more focused campaign spend for the products that matter to them. In a recent study product set optimization delivered 17% lower median seller cost per purchase for promoted products than BAU campaigns.¹

Bringing Product Showcase to More Places

Advertisers are always looking for new ways to move faster and optimize their ad creatives for people wherever they are spending their time. To help, we’re expanding the product showcase feature to Reels and Stories and making it available for app optimization campaigns to give businesses more ways to turn their catalog into high-performing ads.