Meta just made its biggest play yet to stop being known as “just an advertising company.” CEO Mark Zuckerberg unveiled the Meta Business Agent and the Meta Business Agent Platform at the Conversations 2026 event in London on June 3, giving businesses an AI-powered employee that works across WhatsApp, Messenger, and Instagram simultaneously.
Canaccord Genuity clearly liked what it saw, reiterating a Buy rating on Meta with a $930 price target. The investment firm pointed to the new tools’ potential to both improve customer interactions and open entirely new revenue streams for a company that has historically lived and died by ad dollars.
What the Business Agent actually does
The Meta Business Agent can field customer questions, recommend products, book appointments, qualify leads, and close sales transactions, all without a human touching the conversation.
The Business Agent Platform is the enterprise-grade layer on top. It lets larger companies build and deploy customized AI agents at scale, plugging into external systems like Shopify, Zendesk, and Shopee. Businesses aren’t just getting a chatbot, they’re getting an AI agent wired into their existing tech stack with enterprise-level analytics and controls baked in.
