Meet M, Facebook's new personal assistant ( video)

Facebook has finally pulled the curtains back on M, a new service on its Messenger app that acts more like a private concierge than most other digital assistants on the market. A few hundred users in San Francisco are currently testing the feature, which some compare to Apple's Siri, Microsoft's Cortana, or Google Now. But what sets M apart is the level of utility, provided by a combination of both artificial intelligence and human employees. "Unlike other AI-based services in the market, M can actually complete tasks on your behalf. It can purchase items, get gifts delivered to your loved ones, book restaurants, travel arrangements, appointments, and way more," said David Marcus, Facebook's vice president of messaging products.