Prime Highlight:
- Starting December 16, 2025, Meta will use conversations with its AI chatbot to personalize ads and feeds across Facebook, Instagram, and other platforms.
- Sensitive topics like religion, politics, health, and sexual orientation will be excluded from personalization.
Key Facts:
- The rollout excludes the UK, EU, and South Korea initially due to regulatory reviews.
- Meta’s advertising business earned over $47 billion in Q2 2025–26, supporting its plan to invest up to $600 billion in AI.
Background
Meta will start using conversations with its AI chatbot to personalise the advertisements and content users see across Facebook, Instagram, and its other platforms, starting December 16, 2025.
The company said chats with its AI assistant, via text or voice, will become a new signal, alongside likes, shares, and follows, to tailor feeds and ad recommendations. For example, chatting about hiking could prompt suggestions for hiking groups, posts, or gear ads.
Meta will exclude sensitive topics such as religion, politics, health, sexual orientation, racial or ethnic origin, philosophical beliefs, and trade union membership from personalisation. Users will receive notifications through app alerts and emails before the change.
The rollout will initially skip the UK, EU, and South Korea while regulatory reviews are completed. Meta said it plans to expand the feature to these regions later.
The update is part of Meta’s push to grow its AI infrastructure, supported by its booming advertising business, which earned over $47 billion in Q2 of the 2025–26 financial year. In the coming years, CEO Mark Zuckerberg has stated that the company will invest up to 600 billion in AI.
Other tech firms are also using AI for ad targeting. OpenAI recently partnered with Shopify and Etsy, while Elon Musk’s X uses its Grok AI for personalised ads. Meta’s move reflects the company’s effort to make feeds more relevant while protecting sensitive user data.
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