Meta to use AI interactions for content and ad recommendations
Your voice or text exchanges with Meta’s AI will inform what content and ads you see, unless you opt out via feed controls or ad settings.
Meta has announced that beginning 16 December 2025, it will start personalising content and ad recommendations on Facebook, Instagram and other apps using users’ interactions with its generative AI features.
The update means that if you chat with Meta’s AI about a topic, such as hiking, the system may infer your interests and show related content, including posts from hiking groups or ads for boots. Meta emphasises that content and ad recommendations already use signals like likes, shares and follows, but the new change adds AI interactions as another signal.
Meta will notify users starting 7 October via in-app messages and emails to maintain user control. Users will retain access to settings such as Ads Preferences and feed controls to adjust what they see. Meta says it will not use sensitive AI chat content (religion, health, political beliefs, etc.) to personalise ads.
If users have linked those accounts in Meta’s Accounts Centre, interactions with AI on particular accounts will only be used for cross-account personalisation. Also, unless a WhatsApp account is added to the same Accounts Centre, AI interactions won’t influence experience in other apps.
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