Meta, the social media giant, has announced plans to utilize conversations with its artificial intelligence chatbot to tailor ads and content on Facebook and Instagram. This update is set to take effect on December 16, 2025, with user notifications beginning on October 7. The company will use interactions with Meta AI, whether through voice or text, to determine user interests and deliver targeted ads, similar to how it currently tracks likes, shares, and posts.
The implications of this change are significant, as users who engage with the chatbot about specific topics, such as outdoor activities, may start seeing relevant recommendations, posts, and advertisements. With over one billion people using Meta AI across its family of apps, including Facebook, Instagram, and WhatsApp, the potential reach of this update is substantial.
According to Christy Harris, Meta’s privacy and data policy manager, the goal of the announcement is to provide users with transparency and ample lead time ahead of the change. The company has stated that users will have control over the level of personalization of ads and content on their feeds, although they cannot opt out of data collection when using Meta AI.
Notably, conversations about sensitive topics, including religious views, sexual orientation, political views, and health, will not be used for ad targeting. Additionally, AI interactions on WhatsApp accounts linked to users’ overall Meta accounts will be used for personalization. The updates will roll out initially in most regions, with Europe and the United Kingdom, where data and privacy regulations are stricter, receiving the updates at a later date.
This development highlights the evolving landscape of online data collection and usage. As social media platforms continue to integrate artificial intelligence into their services, users can expect to see more targeted ads and content. Meta’s decision to utilize chatbot conversations for ad targeting underscores the importance of transparency and user control in the digital age. As the updates take effect, it remains to be seen how users will respond to this new development and how it will impact their online experience.
