Meta has announced new updates at Cannes 2026 focused on how people discover and purchase products across Facebook and Instagram. The company said 3.5 billion users across its apps are part of a shift where product discovery increasingly happens inside content, creator posts, and conversations, powered by its AI-driven systems.
The updates expand live commerce tools, affiliate integrations, checkout options, and AI-based advertising built on product data.
Live Video Ads and live shopping tools
Meta is expanding Live Video Ads to Instagram and rolling them out globally on Facebook to support livestream promotion and audience reach.
In the US, Meta is working with live commerce platforms including CommentSold, Firework, LiveMeUp, Sprii, and TalkShopLive to convert eligible livestreams into ad formats that can reach new audiences.
On Facebook, Live Shopping Tools allow users to browse products, view pricing, and explore items directly inside livestreams. These tools work alongside Live Video Ads to enable in-stream shopping experiences.
Virtual cards for secure checkout
Meta is introducing a checkout system using virtual cards in partnership with Mastercard and Visa, enabling faster and more secure payments on Facebook and Instagram.
The system generates temporary one-time card numbers linked to existing Mastercard or Visa accounts. This allows users to complete purchases without sharing their actual card details with businesses, improving transaction security during checkout.
Affiliate expansion and creator commerce tools
Meta is expanding its affiliate program across Facebook and Instagram with new marketplace partners.
- Flipkart in India
- Mercado Libre in Brazil and Mexico
- Lazada coming soon in Asia
Creators can connect affiliate accounts, tag products from business catalogs, and add affiliate links directly into content, with commissions generated from purchases made through these links.
On Instagram, creators in 22 countries can also tag products or add affiliate links directly from business catalogs in Reels and Feed. Flipkart affiliate tools are also extending to Instagram creators in India.
AI-powered ads and product data system
Meta is making product data a core input across all Sales campaigns, changing how ads are structured across its platforms.
Product details such as title, price, availability, and description are now used across multiple ad formats. Meta’s AI automatically matches products with relevant audiences and generates optimized ad formats in real time using both product data and advertiser-provided creative assets.
This removes the need to manually select ad types, with Meta’s system assembling and delivering the most relevant ad variations for each user automatically.
AI-driven shopping ecosystem integration
Meta is integrating product data into its wider AI ecosystem, including the Meta AI shopping experience in the Meta AI app (US), Business Agent recommendations, and creator product tagging in Reels and Feed. This connects discovery and purchase across Meta’s apps through AI-driven recommendations and automation.
Rollout Timeline
- Live Video Ads: Rolling out on Instagram and expanding globally on Facebook.
- Live Shopping Tools: Available on Facebook.
- Virtual Card Checkout: Rolling out starting summer 2026 in partnership with Mastercard and Visa.
- Affiliate Expansion: Flipkart in India (including Instagram creators in India), Mercado Libre in Brazil and Mexico, and Lazada coming soon in Asia.
- Instagram Product Tagging: Available in 22 countries.
- AI-Powered Ads and Product Data System: Rolling out across Meta’s Sales campaigns and wider ecosystem starting summer 2026.