On October 1, 2025, Meta Platforms announced that it will begin using artificial intelligence chats to personalise advertisements and content across its platforms.
The move is designed to help brands connect more effectively with users while making feeds more relevant to individual interests.
The company confirmed that the update will take effect globally on December 16, 2025, with user notifications beginning on October 7. Conversations with Meta’s AI assistant, whether through text or voice, will now be considered in the system that determines what ads and posts appear on user feeds.
“People’s interactions simply are going to be another piece of the input that will inform the personalisation of feeds and ads,” said Christy Harris, Meta’s Privacy Policy Manager. She explained that data from AI chats will not include sensitive topics such as religion, politics, health or sexual orientation.
Meta stated that the change will apply only to users who engage with Meta AI. However, there will be no option to opt out of the personalisation process once users choose to interact with the AI service. Due to regulatory concerns, the rollout will exclude the United Kingdom, the European Union and South Korea at the initial stage.
The company has assured users that encrypted conversations will remain secure and that safeguards are in place to prevent misuse of data. “Our priority is to maintain user trust while making the experience more relevant and useful,” Harris added during the announcement.
Industry experts say the development could transform digital advertising by offering highly targeted campaigns, but it also raises concerns about transparency and privacy. Digital rights advocates have urged Meta to be clear about how the data will be handled and to ensure that users are not left without meaningful control over their personal information.