Meta to use AI chat data for ads and content personalisation starting December 16

Users will start receiving Meta notifications on October 7 about AI chat data being used from December 16, with automatic rollout everywhere but the EU, UK, and South Korea, and no opt-out besides avoiding AI features

Meta has announced that from December 16, 2025, interactions with its AI tools — including chatbots and virtual assistants — will be used to personalise ads and content across Facebook, Instagram, and WhatsApp. The move is part of Meta’s broader push to integrate AI-driven personalisation across its platforms.

According to the company, information shared with Meta AI will influence the types of ads users see, as well as suggested posts, groups, and other content. For example, chatting about hiking with the AI assistant could result in promotions for outdoor gear or invitations to join related groups.

Rollout timeline and regional exceptions

Notifications about the change will begin appearing in Meta apps starting October 7, giving users time to understand the update before it takes effect in December. However, the rollout won’t apply everywhere immediately. Due to regulatory constraints, users in the European Union, the United Kingdom, and South Korea are excluded from the initial phase.

For users in other regions, the policy will apply automatically. Meta has confirmed that there will be no opt-out option specific to AI chat data — other than not using the AI features at all.

Cross-platform data sharing and privacy concerns

The new policy allows data from AI interactions on one app to influence experiences on another, if accounts are linked. A message to Meta AI on Instagram could affect ad targeting on Facebook or WhatsApp. Both text and voice interactions are included, though encrypted chats will remain exempt.

Meta stated that it will not use sensitive personal data — such as health, religion, or political views — for advertising. However, general lifestyle interests will now be part of its ad-targeting system.

The decision underscores Meta’s focus on AI personalisation but is likely to spark renewed debate around digital privacy and user control in the age of algorithmic advertising.