Meta AI Business Assistant on Instagram | Meta

Project overview

Context: The Meta AI Business Assistant (MAIBA) on Instagram provides autonomous, contextual ad setup and troubleshooting support directly within native business surfaces — including the high-volume Instagram Boost workspace.

The Challenge: Small business owners frequently encounter technical blockers or policy confusion when trying to boost a post. Early development models hit retrieval bottlenecks; fragmented help data caused poor RAG (Retrieval-Augmented Generation) quality, meaning the agent would surface incorrect instructions or fail to resolve localized intent paths during the ad setup flow.

The Goal: Restructure the documentation architecture, author high-impact launch content, and refine intent rules so the model can reliably guide users through successful Instagram Boost configurations.

I owned the structural layout, launch content creation, and model evaluation loops:

  • Launch Content & UX Mapping: Authored and deployed a completely new suite of structural support and user education content specifically for the Instagram Boost x MAIBA launch, formatting nodes so they could be seamlessly ingested by both the AI model and front-end contextual UI tooltips.

  • RAG Information Architecture: Cleaned legacy help content, building structured articles that eliminate semantic confusion so the model can reliably pull accurate troubleshooting answers during live merchant chat sessions.

  • Intent Scaling & Query Development: Created comprehensive user query datasets to document linguistic ambiguities, directly scaling how the bot recognizes and routes complex merchant intents within the Instagram advertising flow.

  • Ground-Truth Evaluation: Directed multi-dimensional quality evaluations to produce ground-truth labels for retrieval accuracy, conversational voice consistency, and taxonomy precision to train automated LLM judges.

My Role

  • Product Manager

  • Product Marketing Manager

  • Content Designer

  • Product Engineers

Key Collaborators

Single Source of Truth Node

Improved AI retrieval quality, completely consolidating overlapping data structures into a unified, machine-readable repository.

New Product Entry Integration
Successfully authored and deployed specialized knowledge nodes for the flagship Instagram Boost x MAIBA launch interface, scaling automated entry points for global merchants.