Meta has decided to use its users’ conversations with artificial intelligence (AI) assistants to personalize ads and content recommendations on its platforms. This new policy will take effect on December 16, 2025.

Meta will use AI chatbots

Starting today, users will see recommended posts, Reels videos, and Facebook groups based on their text and voice conversations with the AI.

Meta states that this method works the same way as indicators from other platform interactions. For example, just as a user’s liking of a post or page influences the algorithm’s personalization decisions, AI chatbots will be considered a similar indicator.

For example, if a user asks Meta AI about hiking, Meta will use this information to recommend hiking groups or ads for hiking boots on Facebook.

To address privacy concerns, Meta has announced that AI chatbots on certain sensitive topics will not be used for personalization. Subjects exempt from personalization include religious views, sexual orientation, political views, health, racial or ethnic origin, philosophical beliefs, and trade union membership.

Users will continue to manage their ad preferences through the settings menu. However, they will not be able to completely block the use of AI chatbots for personalization.

Meta will begin notifying users about this change starting October 7, 2025. While the update will be available to most users worldwide, users in the United Kingdom, the European Union, and South Korea are expected to be delayed until regulatory requirements are clarified.