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Meta has announced that it will begin using users’ conversations with its artificial intelligence chatbot to personalise the ads and content they see on Facebook and Instagram.
The company said it would start notifying users about the change on October 7, with the new system set to take effect on December 16, 2025.
Under the update, interactions with Meta AI — whether through voice or text — will be analysed in the same way the platform currently tracks likes, shares, and posts to determine user interests and identify the most impactful advertisements.
This means that users who discuss outdoor activities with the chatbot could start seeing hiking group recommendations, friends’ posts about trails, or adverts for hiking gear.
More than one billion people currently use Meta AI, the company’s generative artificial intelligence assistant, across its suite of apps, including Facebook, Instagram, and WhatsApp.
“The aim of the announcement is to be completely transparent and ensure that users understand what’s coming well in advance of the change taking effect,” said Christy Harris, Meta’s privacy and data policy manager.
Meta explained that the updates would first roll out “in most regions”, with Europe and the United Kingdom — where data and privacy regulations are stricter — to follow at a later stage.
Although users cannot opt out of the data collection when using Meta AI, the company stressed that they would retain control over the level of ad and content personalisation on their feeds.
Meta also confirmed that conversations involving sensitive subjects — such as religion, sexual orientation, political opinions, and health — would not be used for targeted advertising.
Additionally, AI interactions on WhatsApp accounts linked to users’ main Meta accounts will contribute to personalisation across the company’s platforms.
