Joy Agwunobi
Meta Platforms has announced plans to begin using people’s interactions with its generative AI features whether through text or voice as an additional signal for personalising content and advertising across its platforms, including Facebook and Instagram.
The company said users will start receiving notifications about the change from October 7, 2025, through in-product prompts and email alerts, ahead of the official rollout on December 16, 2025.
In a statement, Meta explained that the update is part of its ongoing effort to make its AI tools more relevant and helpful to users. “More than 1 billion people use Meta AI every month. We’re continuing to improve the way our AI products feel relevant to you, understand your goals, and help you accomplish tasks more efficiently,” the company said in a statement.
Under the new system, interactions with Meta AI will contribute to shaping the recommendations users see across the platforms similar to how likes, comments, and posts already influence feeds. “Whether it’s a voice chat or a text exchange with our AI features, this update will help us improve the recommendations we provide across our platforms so people are more likely to see content they’re actually interested in and less of the content they’re not,” the company noted.
For example, if a user chats with Meta AI about hiking, Meta may infer an interest in the subject and show related content such as hiking groups, friends’ posts about trails, or advertisements for hiking gear.
The company stressed that users will retain control over how recommendations and ads are served. Through tools such as Ads Preferences and feed controls, people can adjust the type of content and advertising they encounter at any time. Users can also choose to interact with Meta AI either by voice or text, with clear indicators when the microphone is in use. Meta emphasised that it does not access microphones without explicit permission.
On sensitive topics including religion, sexual orientation, politics, health, or trade union membership the company reiterated that such conversations with Meta AI would not be used for ad targeting.
Meta also clarified that AI interactions will be applied within the ecosystem of accounts linked to its Accounts Center. For instance, if a user has not connected their WhatsApp account to the Accounts Center, AI interactions on WhatsApp will not influence personalization on Facebook or Instagram.
The company said the update will initially roll out in most regions starting December 16, with plans to expand globally over time.
