New Delhi: Meta will begin using conversations with its artificial intelligence tools to shape advertising and recommendations across its platforms starting 16 December 2025. The company confirmed that data from interactions with features such as chatbots and virtual assistants on Facebook, Instagram, and WhatsApp will be fed into its personalisation systems.
According to Meta, users will start receiving in-app alerts and inbox notifications about the change from 7 October. The company said that the update is aimed at making ads and suggested posts more “relevant” to individual users. For example, discussing hiking with Meta AI could later influence the appearance of outdoor gear promotions or related community groups in feeds.
The rollout, however, will not apply everywhere at once. Users in the European Union, the United Kingdom, and South Korea are excluded from the initial phase while Meta works to address regulatory requirements in those regions. Elsewhere, the change will apply automatically, with no option for users to opt out other than avoiding Meta AI tools entirely.
The policy extends across the company’s ecosystem, meaning that a query made on Instagram could impact advertising on Facebook or WhatsApp if the accounts are linked. Both text and voice interactions will be covered, though encrypted conversations remain outside the scope. Meta has said that sensitive categories such as health, religion, politics, sexual orientation, or union membership will not be used for ad targeting.
Privacy controls will remain limited. Users can adjust existing settings, but there will be no dedicated option to block AI chat data from feeding into ad systems. This development highlights Meta’s growing reliance on AI-driven personalisation at a time when scrutiny around digital privacy and data use is intensifying globally. The update is likely to trigger fresh debate over how much control individuals have over their personal information in the era of AI-enabled services.
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