Meta, the parent company of Facebook, Instagram, and WhatsApp, has announced that it will begin using conversations between users and its artificial intelligence chatbot to shape the ads and content they see across its platforms.
The new policy, which takes effect on December 16, 2025, will allow Meta to track user interactions with its AI assistant — whether through text or voice — and incorporate that data into the company’s existing personalization system.
Starting October 7, users will begin receiving notifications about the update.
The move means that someone who chats with the AI about outdoor activities could later see posts about hiking, group recommendations, or ads for camping gear.
According to the company, more than one billion people currently engage with Meta AI across its family of apps.
“Our goal is to be very transparent, so users have enough time to understand the change before it takes effect,” said Christy Harris, Meta’s privacy and data policy manager.
While conversations will influence ad targeting, Harris stressed that sensitive discussions — such as those touching on religion, politics, health, or sexual orientation — will not be included.
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Meta clarified that while users cannot opt out of data collection when using Meta AI, they can still adjust the level of ad and content personalization in their settings.
AI interactions on WhatsApp will also be linked to users’ broader Meta accounts for tailoring feeds.
The rollout will begin in most regions, with Europe and the UK expected to adopt it later due to stricter data privacy regulations.