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Mark Zuckerberg previously told investors that Meta is launching agentic shopping tools during an earnings call earlier this year. It doesn’t come as a surprise that the company is working on them, when rival AI companies already offer the same tools. OpenAI rolled out a dedicated shopping assistant for ChatGPT just before Black Friday last year, shortly after Google launched its own shopping tools for Gemini. Perplexity also released an AI shopping assistant at the same time.
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For example, Progressive paid over $6 billion to independent agents last year, while Travelers and Hartford paid roughly $3.35 billion and $1.25 billion, respectively, in segments dominated by personal lines and small commercial business. BofA notes that these types of policies, such as standard home and auto insurance, represent low-sophistication transactions where human agents add little value, making direct-to-consumer digital channels a considerable cost-saver for the buyer.