Meta doesn't need the best AI model — it has something better: you.

Meta is positioning its new AI agent around its user data rather than raw model performance, as OpenAI and Anthropic compete on model capability, according to an episode of the YouTube show In The Loop. The episode argues Meta's data advantage lets it anticipate purchases and act on them directly, cutting out middlemen and making Meta the marketplace itself. The episode asks viewers whether they would use an AI agent that knows them that well.