Beginning Dec. 16, Meta will use voice and text chats with its AI across Facebook, Instagram, and WhatsApp. Consequently, those conversations will help personalize users’ feeds and ads. For example, mentioning wedding plans in an AI chat could lead to more related ads appearing in a feed. “We want to ensure users see less of the content they’re not interested in,” according to Meta.
Rollout and opt-out limits
Rollout begins on December 16, 2025, while notifications about the change will appear beforehand in some regions. However, Meta will delay implementation in regions with stronger privacy laws, such as the UK and the EU. Moreover, Meta will exclude conversations about sensitive topics like health or political views from ad targeting, though it will use other chat data. Users cannot opt out of this data collection while using Meta AI; instead, they can only adjust how that data customizes their experience.
Impact and concerns
This expansion comes amid huge advertising revenue, and therefore, ad targeting will become more granular. Meanwhile, many users will face a new trade-off between convenience and privacy. Christy Harris, Meta’s privacy and data policy manager, emphasized the company’s commitment to transparency. Ultimately, the boundary between assistant and advertiser has become much blurrier, raising questions about what users are giving up.
