Instagram — 2022
IG Business Agent
From passive scrolling to active shopping.
Client
Product Design
Discipline
AI / Intelligent Experience
Category
Context
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The Problem
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The Approach
A Simple System
01
Context
04
Understanding the user's current moment — location, time, activity, history.
02
Intent
Predicting what would be useful, not waiting to be asked.
03
Intelligence
Applying models to surface the right signal from the noise.
Experience
Translating intelligence into interfaces that are clear, calm, and actionable.
The System
Individual interactions connected into a broader framework.
The work went beyond individual screens — mapping how surface moments connected to each other, and how the system could scale across device types and use cases.
An ad can do more than create interest. It can help turn interest into confidence.
The Business Agent points toward a different model for social commerce—one where shopping isn't simply scroll, tap, leave, but a more continuous journey between discovery, curiosity, and decision-making.
For businesses, AI can help scale personalized support. For shoppers, it can remove the friction of finding answers at the moment they need them.
