Meta will use AI chatbot conversations to personalize ads
Meta will begin using AI assistant conversations to personalize ads and content across Facebook, Instagram, WhatsApp, and Messenger.
Starting December 16, Meta will use users’ text and voice conversations with Meta AI, along with other signals, to personalize what they see – ads, posts, and Reels – across Facebook, Instagram, Messenger, and WhatsApp. The change applies to users who interact with Meta AI while logged in and may also affect feeds and ads on linked accounts through Meta’s Accounts Center.
Meta clarified that conversations about sensitive topics, such as religion, politics, health, sexual orientation, or ethnicity, will not be used for ad targeting. The policy will not take effect initially in the EU, the U.K., or South Korea.
Currently, Meta relies on user behavior – likes, follows, posts, and watches – to tailor feeds and ads. This update will add AI conversations to those signals.
For example, if you chat with Meta AI about hiking, we may learn that you’re interested in hiking – just as we would if you posted a reel about hiking or liked a hiking-related Page. As a result, you might start seeing recommendations for hiking groups, posts from friends about trails, or ads for hiking bootsthe release states.
Users will be informed via in-app notifications and emails starting October 7. Meta says users retain control through existing content and ad settings, though there is no separate opt-out specifically for the new AI-based personalization other than not using Meta AI.
The company says more than 1 billion users engage with Meta AI each month. If a user links accounts managed through Meta’s Accounts Center, AI chat data from one app may shape recommendations across the others.
Meta AI, built on the Llama AI model, is a conversational chatbot and virtual assistant. Meta launched the initial version of its Meta AI chatbot in September 2023, integrating it into WhatsApp, Messenger, and Instagram. In October 2024, Meta AI became available as a standalone, personalized app.
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