Meta to use AI interactions to tailor content and ads from Dec 16

Meta will begin using people’s interactions with its generative AI tools to personalize content and ads across its apps starting December 16, 2025, the company said, with users to be notified beginning October 7. The change will apply to conversations with AI features, including both text and voice chats, on Facebook, Instagram, WhatsApp, Messenger and other Meta services where accounts are linked, although it will not initially take effect in the European Union, the United Kingdom or South Korea because of local regulatory limits.

Under the update, exchanges with Meta’s AI will be treated as an additional signal in the company’s recommendation and ad-targeting systems. Meta said this will feed into what posts, reels, groups and advertisements users see. The company gave a simple example: if a user chats with an AI about hiking, they may subsequently see more posts or groups related to hiking and ads for outdoor gear. Meta wrote, "We will soon use your interactions with AI at Meta to personalise the content and ads you see, including things like posts and reels."

Meta said it will not use AI conversations about certain sensitive topics for ad targeting. The company listed...