Meta announced that it will begin using data from users’ interactions with its AI chatbot to show ads and recommend content on its platforms.
The update will be rolled out on December 16, while notifications about the change will start going out to users from October 7 through in-product messages and emails.
The company explained that the move is aimed at making ads and recommendations more relevant. Meta said, “This will allow us to recommend content more efficiently.”
The update will affect Facebook, Instagram, WhatsApp, Threads, and other platforms owned by the company.
Meta stated that interactions with Meta AI, both text and voice-based, will be used to personalise suggestions. For example, if a user chats with Meta AI about hiking, Instagram and Facebook may show posts about hiking trails, groups related to hiking, or ads for hiking gear. The firm said that this approach would improve recommendations so that people only see content they are likely to enjoy.
The company also emphasised that users will have control over what they see. Ad preferences and feed control tools will allow users to adjust both ads and recommended content.
Meta clarified that sensitive information, such as religious views, sexual orientation, political views, health details, racial or ethnic origin, philosophical beliefs, or trade union membership, will not be used for advertising. However, the company did not explicitly confirm whether such information would be excluded from content recommendations.
Meta also explained that only accounts linked through the Accounts Centre will be included. For instance, if a user has not added their WhatsApp account to the Accounts Centre, interactions with Meta AI on WhatsApp will not be used for recommendations or ads.
The company defended the change, stating that it would make content and advertising more relevant while still keeping users in charge of their experience.