Meta is set to personalize ads and content recommendations using your AI assistant chats starting in December. All interactions, except those on sensitive topics, will be evaluated by the algorithm.
Meta is preparing to use the conversations users have with their AI assistant to personalize the ads and recommendations they see across its platforms. This change will take effect starting December 16, 2025. Users will begin to see suggested posts, Reels content, and Facebook groups based on their text and voice chats with the AI.
For example, if a user asks Meta AI questions about hiking, Meta will use this as a signal to recommend content like hiking groups on Facebook or advertisements for hiking gear. Meta states that this works the same way as signals taken from other platform interactions. For instance, liking a post or a page also influences the algorithm’s personalization decisions.
Sensitive Topics Exempt from Personalization
Meta has clarified that AI chats on sensitive topics—such as religious views, sexual orientation, political views, health, racial or ethnic origin, philosophical beliefs, and trade union membership—will not be used for personalization. Users will continue to be able to manage their ad preferences in the settings menu, but they will not be offered an option to completely block the use of AI chats for personalization purposes.
Furthermore, if users have connected their Facebook, Instagram, or WhatsApp accounts through Meta’s Accounts Center, AI chats—even those that occur on one platform—can be used for ad and content recommendations on the other connected platforms. This includes one-on-one AI chats conducted in apps like WhatsApp and Messenger.
Meta will begin notifying users about this change starting October 7, 2025. The update will be rolled out to most users worldwide, but users in the UK, the European Union (EU), and South Korea will await clarification on regulatory requirements.
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