Meta Platforms announced that starting December 16, 2025, it will use people’s interactions with its generative artificial intelligence (AI) tools to personalize content and ads in apps such as Facebook and Instagram. This change will affect only those who use Meta AI, and users will begin receiving notifications on October 7, 2025. There will be no option to opt out, meaning that conversations with AI will become part of the data used for recommendations.
How It Will Work in Practice
Interactions with Meta AI, whether by voice or text, will be added to existing data such as likes and follows. This will influence content and ad recommendations, including short-form Reels videos. For example, if you talk to Meta AI about hiking, you may later be shown hiking groups, updates from friends about trails, or ads for boots. Christy Harris, Meta’s privacy policy manager, explained that these interactions will become another factor in shaping feeds and ads. The company is still working on the first offerings that will use this data.
Meta promises that it will not use sensitive topics from conversations, such as religious beliefs, sexual orientation, political views, health, or racial or ethnic origin, to display ads. The rollout will begin on December 16 in most regions but will exclude the United Kingdom, the European Union, and South Korea. Meta AI now has one billion monthly active users across the company’s apps.
Future Plans
CEO Mark Zuckerberg emphasized at this year’s annual shareholder meeting that the focus this year is on deepening the Meta AI experience, with an emphasis on personalization, voice conversations, and entertainment. The company recently unveiled its first consumer smart glasses with a built-in display at the Connect conference. This approach to using AI interactions for advertising comes at a time when other technology giants such as Google and Amazon are monetizing AI tools, often through cloud services. Meta, however, plans to go further—from 2026, it will allow advertisers to fully automate campaign creation and targeting using AI, including real-time ad adjustments based on the user’s location. For example, the same product may be shown in different settings depending on where a person sees it.
This change introduces a new way for Meta to connect its AI investments with its advertising business, based on data from chats on platforms such as Facebook, Instagram, Messenger, and WhatsApp.
Source: reuters.com
