Meta has confirmed that from December 16, 2025, user interactions with its AI tools will begin influencing the ads and content recommendations shown across Facebook and Instagram.
The company will start notifying users of the update from October 7, 2025, via in-app alerts and emails.
This extends Meta’s long-standing personalisation model. Until now, likes, follows, and other platform activity determined what appeared in feeds and which ads were served. Soon, exchanges with Meta AI, whether by text or voice, will be added as another layer of data.
“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,” the company explained. That information could then be reflected in feed suggestions, such as recommended groups, trail updates from friends, or targeted ads for hiking gear.
Meta says that conversations covering sensitive topics such as religion, sexual orientation, political views, health, racial or ethnic origin, philosophical beliefs, or trade union membership, will not be used to target ads. “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.
The change applies to those who actively use Meta AI across its apps, which already has over 1 billion monthly users worldwide. If accounts are linked in Meta’s Accounts Center, interactions on one app (for example, WhatsApp) may be used to personalise experiences on others, such as Facebook or Instagram. However, encrypted chats will remain unaffected.
Again, users will not be able to opt out of this new data use, though Meta emphasises that tools like Ads Preferences and feed controls will still allow people to manage how recommendations appear.
The rollout excludes the United Kingdom, European Union, and South Korea, where regulatory restrictions remain in place.
The update comes as tech firms increase efforts to monetise AI. Google and Amazon have begun introducing AI-driven services tied to advertising and cloud products, but Meta’s approach, using everyday conversations with its AI assistant as ad signals across multiple platforms, is one of the most extensive attempts yet.
Meta CEO Mark Zuckerberg has said that personalisation is essential to the company’s AI roadmap. At a recent shareholder meeting, he stated that this year’s focus is on “deepening the experience and making Meta AI the leading personal AI with an emphasis on personalisation, voice conversations and entertainment.”
