Meta, the social media giant, has announced plans to use conversations with its artificial‑intelligence chatbot to tailor ads and content on Facebook and Instagram. The update will take effect on December 16, 2025, with user notifications beginning on October 7. Meta will analyze interactions with Meta AI—whether voice or text—to infer user interests and deliver targeted ads, much like it currently tracks likes, shares and posts.
The implications are significant. Users who discuss specific topics, such as outdoor activities, may start seeing related 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 change is substantial.
Christy Harris, Meta’s privacy and data‑policy manager, said the announcement aims to provide users with transparency and ample lead time before the change. While users will be able to control the level of personalization for ads and feed content, they cannot opt out of data collection when using Meta AI. Conversations about sensitive subjects—religious views, sexual orientation, political views and health—will not be used for ad targeting. AI interactions on WhatsApp accounts linked to a user’s overall Meta account will still be used for personalization.
The updates will roll out initially in most regions, with Europe and the United Kingdom—where data‑privacy regulations are stricter—receiving them later. 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 more targeted ads and content. Meta’s decision to leverage 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 and how their online experience will be impacted.
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