Meta announced it will soon use user interactions with its artificial intelligence (AI) features to further personalize content and advertisements across its platforms, including Facebook and Instagram. The company said this change is part of an ongoing effort to make recommendations more relevant and efficient for over 1 billion people who use Meta AI every month.
According to Meta, the new approach means that activities such as chatting with Meta AI about topics like hiking could influence what users see in their feeds, similar to how liking a Page or posting a reel currently does. For example, someone discussing hiking with the AI may begin seeing recommendations for hiking groups, posts about trails from friends, or ads for related products.
Meta will notify users about these updates through notifications and emails starting next week, several weeks before the changes take effect on December 16, 2025.
The company emphasized user control over their experience. "With tools like Ads Preferences and other feed controls, you can adjust the content and ads you see at any time," Meta stated. Users can interact with AIs either by voice or text, with visible indicators when the microphone is in use. The company clarified: "We don’t use your microphone unless you’ve given us permission and are actively using a feature that requires the microphone."
Meta also addressed privacy concerns regarding sensitive topics. "When people have conversations with Meta AI about topics such as their religious views, sexual orientation, political views, health, racial or ethnic origin, philosophical beliefs, or trade union membership, as always, we don’t use those topics to show them ads," according to the announcement.
The integration of information will depend on which accounts users have linked within Meta's Accounts Center. For instance, if a WhatsApp account is not connected in the Accounts Center, interactions on WhatsApp will not affect personalization on other Meta services.
These changes will be rolled out in most regions starting December 16. More details are available via Meta’s Privacy Center or Privacy Policy.