Meta has announced that starting December 16, 2025, it will begin using user interactions with its AI chatbot to tailor advertising and content on Facebook and Instagram, as reported by The Wall Street Journal. For example, if a user inquires about local hiking trails, they might see ads for hiking gear or similar content in their feed.

Users will not have the option to opt out of this new policy, although certain topics such as religion, political views, sexual orientation, health, and race or ethnicity will be automatically excluded from personalization. Conversations that take place before December 16 will not be used. Moreover, users in the EU, UK, and South Korea will not be affected by this policy, at least initially.

The company explains that personalizing conversations with AI will be a key component of CEO Mark Zuckerberg's vision for a future of "augmented AI," featuring personal super agents to assist with daily tasks. To execute this plan, Meta intends to spend up to $600 billion on AI infrastructure in the coming years.

Meta is already actively integrating AI into its services; for instance, in September the company launched a feature for AI-generated short videos. OpenAI and other competitors are also experimenting with data for commercial purposes: OpenAI recently allowed the purchase of products through ChatGPT, Google is testing ads alongside AI search features, and X is using AI to enhance ad targeting.

According to Meta, user conversations will be one of the "signal" components for ad display, and the company is currently working on its first product that will directly utilize this data.