Overview
Instagram AI (IG MCC) turns comments on your Instagram and Facebook posts into conversations and sales. You link products to a post, and when a customer comments, the AI replies publicly on the comment and follows up in their DM with a product card or the right AI agent.
How it works, end to end:
You link one or more products to a post or reel, manually or with AI auto-mapping (Link Products tab).
A customer comments on that post, or shares the post/reel in a DM.
The AI reads the comment and classifies it into a message type, such as Product interest or Order & delivery question.
Based on your Comment agent settings, the AI acts on the public comment (reply, hide, delete or nothing) and on the DM (send it to an AI agent, a human agent, or do nothing).
In the DM, the Sales agent sends the linked products as a product card carousel with up to 2 buttons, and hands over to your team when it needs to escalate.
Results per post (comments, DMs, revenue, link clicks) show in the Link Products table and in View Detailed Insights.
Where to find it
Go to Journeys → 'Price-Please' Automation in the left sidebar. This opens the Instagram AI page with three tabs: Link Products, Comment agent and Sales agent. Use View Detailed Insights (top right) for full analytics.
Before you start, make sure:
Your Instagram account (and Facebook page, if used) is connected to Bik.
Link Products tab
This tab decides which products the AI sends for each post. When a customer comments on a post, or shares the post/reel in a DM, the AI replies and sends a product card for the products linked here.
Turn the feature on
The status badge next to Link Products to your Instagram Content shows Active or Inactive.
Pick the account from the Instagram handle dropdown (top right), then switch on the toggle beside it. While the toggle is off, the badge reads Inactive and nothing is sent.
Auto product mapping (AI)
Tick Enable auto product mapping to your Instagram content to let the AI read each post and map matching products from your catalog. Leave it unticked if you want to map every post yourself.
Find a post
Switch between Posts/Reels and Stories with the sub-tabs.
Search a specific post with Search by Post ID, or click Paste to paste a copied post ID.
The posts table
Column | What it shows / what you can do |
Posts | Thumbnail, type (Post or Reel) and posting date and time |
Mapped products | Products linked to the post. Click + to add products manually; +1, +2 shows extra products; Map product asks the AI to map an unmapped post |
Product comment | Product-related comments received on the post |
Product DMs sent | Product card DMs sent to commenters |
Revenue | Revenue (₹) and number of orders attributed to the post |
Links clicked | Clicks on links in the product DMs |
Comment agent | Per-post toggle. Switch off to stop the AI replying on that post only |
Comment agent tab
This tab sets what the AI does with each type of comment, both on the public comment and in the commenter's DM. Settings are separate for the Instagram and Facebook sub-tabs; click Save changes after editing.
AI instructions
Expand How AI agent respond to Instagram comments? to edit the instruction the AI follows when writing comment replies (up to 500 characters). The default instruction asks the AI to identify intent, stay polite, helpful and on-brand, avoid sensitive, misleading, promotional or spammy language, and follow Meta's guidelines. The AI randomizes replies so they are not flagged as spam. Click Save to apply or Cancel to discard.
Message types
The AI sorts every comment into one of six types:
Message type | Examples |
Product interest | "PP", "link", asking more about the product |
Order & delivery question | Questions about order delivery |
Engagement & tagging | One-word comments ("nice"), emoji reactions, tagging a friend |
Spam/abuse | Unrelated content such as crypto, job offers, course selling |
Negative comments | Frustrated comments that can hurt brand reputation |
Others | Anything that fits none of the above |
For better spam detection, click Enable AI spam filter next to Spam/abuse.
Comment handling (public reply)
Reply – the AI replies publicly to the comment, following your instruction.
Hide – hides the comment from public view.
Delete – deletes the comment.
No action – leaves the comment untouched.
Spam/abuse comments can only be hidden, deleted or left; the AI never replies to them.
DM handling on Instagram
Option | What happens in the DM |
Sales agent | The AI sales agent sends the linked products and nudges the customer to buy (set up in the Sales agent tab) |
Order tracking agent | The AI answers order status and delivery questions (offered for Order & delivery question) |
General purpose agent | The AI handles general queries |
Assign to agent | Routes the DM to the agent flow you pick in the Assign to agent flow dropdown |
No action | No DM is sent |
Assign to agent flow is greyed out until you pick Assign to agent. It then lists your flows, with search.
Options differ by message type. For example, Spam/abuse allows only No action.
DM handling on Facebook
Facebook has a simpler DM list: Product card (send the linked products), Assign to agent or No action. There is no agent-flow column on this tab as the ticket gets assigned automatically without any flow.
Sales agent tab
The Sales agent nudges customers toward a purchase in DMs. It is used when DM handling is set to Sales agent (Instagram) or Product card (Facebook). Configure Instagram and Facebook on their own sub-tabs.
Product card
Linked products appear as a carousel in the DM. You can add up to 2 buttons under each card:
Field | Details |
Button text | Label on the button, up to 20 characters (e.g. "Click here", "Buy now") |
Connect with | Journey (start a Bik journey), Web Url (open a link) or Product Page (open that product's page) |
Journey | Shown when Connect with = Journey; pick the flow to trigger |
Use the bin icon to remove a button.
Tick Don't show price in messages to hide product prices on the card.
Set up handover
Choose where tickets go when the AI escalates a conversation. Click Configure to change it.
Set it up in 7 steps
Open Journeys → 'Price-Please' Automation.
On Link Products, select your Instagram account and switch the toggle on. Check that the badge changes to Active.
Tick Enable auto product mapping, then review the posts table. Fix or add products with + and use Map product on any unmapped post.
On Comment agent, review the AI instruction and add brand-specific guidance (tone, offers to avoid, emoji use).
Set Comment handling and DM handling for each message type on the Instagram sub-tab, then repeat on Facebook. Click Save changes.
On Sales agent, add product card buttons, choose the handover assignment, check the preview, and save.
Test by commenting on a mapped post from a test account and confirm both the public reply and the DM.
Example starting configuration (Instagram)
Message type | Comment handling | DM handling |
Product interest | Reply | Sales agent |
Order & delivery question | Reply | Order tracking agent |
Engagement & tagging | Reply | No action |
Spam/abuse | Hide | No action |
Negative comments | Hide or No action | Assign to agent (support flow) |
Others | No action | General purpose agent |
Adjust this to your brand. For example, some brands prefer to reply to negative comments publicly instead of hiding them.