Meta, parent company of Facebook and Instagram, will begin using data from user conversations with its AI assistant to personalize advertisements on both platforms starting December 16, 2025.
This expansion in data use marks a significant new phase in Meta's approach to monetizing artificial intelligence and targeted content for billions of users worldwide.
Notifications of this privacy policy change will begin rolling out on October 7, but users will not have the option to opt out of these updates.
According to Meta, treating AI chat data as just another behavioral signal will help refine recommendation algorithms and ad placements even further than they have been before.
What Changes Will Begin in December?
Meta’s new system will analyze interactions in text and voice with the Meta AI assistant, incorporating data from device features such as Ray-Ban smart glasses, AI-generated videos via the “Vibes” feature, and the image-generation “Imagine” tool.
The goal is to bring AI-driven personalization to all aspects of feed and ad content, building on existing methods that study likes, shares, posts, and other online activity.
Starting in December, if a user discusses hiking equipment or travel ideas with Meta AI, they may see related posts and targeted ads for hiking groups, outdoor gear, and regional activities in their feed, allowing the chat history to influence advertising and content recommendations directly.
Did you know?
In October 2007, Microsoft bought a 1.6% stake in Facebook for $240 million, valuing the private company at approximately $15 billion.
How Will Meta AI Chat Data Affect Ad Personalization?
Conversations with Meta AI will become key factors in the development of new advertising algorithms. By processing the themes, products, and interests expressed in these chats, Meta can surface more contextually relevant ads, friend recommendations, and group suggestions.
For instance, a discussion about recipes could lead to food content and kitchenware ads appearing more frequently.
This analysis encompasses both text and voice, treating the AI interaction in much the same way as any other signal Meta already collects.
The changes will also apply to AI video and image creation, extending targeted recommendations based on content generated or requested by users.
Integration with Meta’s existing marketing platform is designed to leverage this new data for advertisers aiming for highly personalized campaigns.
What Privacy Protections and Exclusions Are in Place?
While AI chat data will become part of ad targeting, Meta has pledged to avoid using details about sensitive topics, specifically religion, sexual orientation, health status, political views, racial background, union affiliation, and philosophical beliefs.
According to Christy Harris, Meta’s privacy policy manager, policies on sensitive information remain unchanged and will continue to protect metadata linked to such personal information.
Notably, regions including the United Kingdom, the European Union, and South Korea are excluded from this global rollout due to stricter data privacy laws and ongoing regulatory litigation.
Meta’s AI chat data integration also does not apply to encrypted WhatsApp messages, unless users link their accounts via Meta’s central account hub.
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Why Is Meta Monetizing AI Interactions?
With over 1 billion monthly active users across Meta’s AI products, the company is investing between $60 and $65 billion in 2025 alone to scale infrastructure and AI capabilities.
Monetizing AI interactions provides Meta with a pathway to recoup infrastructure costs while staying competitive with rivals, such as OpenAI and Google, which are also exploring advertising strategies for AI-powered products.
Meta’s goal is for user-generated content and AI engagement to drive new revenue streams, integrating chatbot interactions with more relevant and personalized ads that enhance both user engagement and advertiser returns.
Zuckerberg has suggested that paid recommendations or subscriptions may be introduced in the future, but for now, advertisements will remain the primary monetization tool.
What Could This Mean for Users and Advertisers?
For users, tighter integration of AI chat data into advertising means a higher degree of personalization, but also fresh privacy concerns.
As AI systems become increasingly central to social media platforms, the boundaries between personal interaction and targeted marketing continue to blur.
Advertisers can benefit from improved audience segmentation and targeting, with AI chat data expanding their toolkit for reaching likely customers.
The December update could shape the industry’s approach to data-driven advertising for years to come, with other technology companies likely to follow Meta’s lead.
As privacy debates and regulatory actions continue, the outcome of Meta’s bold move will be closely watched by both advocates and competitors.
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