
Meta has announced that it will soon begin using data from users’ conversations with its artificial intelligence chatbot to deliver even more personalized advertisements. The change, set to take effect on December 16, expands how the company collects and utilizes user data across Facebook, Instagram, WhatsApp, and the standalone Meta AI app.
CONVERSATIONS BECOME MARKETING INSIGHTS
Currently, Meta tailors ads based on what users post, like, and engage with, as well as their social connections. But with this update, the company will gain direct insights from user conversations with Meta AI. For example, if a person chats with the bot about planning a hiking trip or shopping for travel gear, Meta may use that data to serve hiking-related ads or content.
The company explained that such interactions will help refine not only ad targeting but also the overall content recommendations users see on its platforms. Meta said the goal is to make online experiences more relevant and responsive to individual preferences as they evolve.
“Just like other personalized services, we tailor the ads and content you see based on your activity,” Meta stated in a company blog post. “Soon, interactions with AIs will be another signal we use to improve people’s experience.”
However, the move also raises privacy concerns. Conversations with AI chatbots can often touch on sensitive personal issues — from relationships to mental health — and critics warn that such discussions could inadvertently influence ad or content recommendations in harmful ways. Meta insists it will not use chat data related to sensitive categories such as religious beliefs, political views, health, race, or sexual orientation for advertising.
DATA-DRIVEN GROWTH AND GROWING PRIVACY SCRUTINY
Meta’s advertising business remains its primary source of income, bringing in $46.5 billion in ad revenue last quarter, a 21% increase compared to the same period last year. The company’s market capitalization now stands at approximately $1.8 trillion, driven by a surge in ad performance and the expansion of its AI products. Meta AI reportedly has 1 billion monthly users, though the frequency of engagement remains unclear.
Users will continue to have control over their ad settings through Meta’s “ad preferences” tool, which allows customization of targeted topics. Similar options also exist for adjusting content visibility across Facebook and Instagram feeds.
The shift comes as major tech firms compete to dominate the emerging market for AI-driven commerce. Some in Silicon Valley predict consumers will increasingly shop and discover products through chatbots rather than traditional search engines. In fact, OpenAI recently rolled out shopping capabilities through its ChatGPT platform, signaling a growing trend of conversational commerce.
Still, Meta faces heightened scrutiny following past issues with user privacy. Earlier this year, reports surfaced that some users had unintentionally shared personal chatbot conversations publicly. In response, Meta added clearer privacy prompts and replaced its “Discover” feed with a new AI-generated video platform called “Vibes.”
As the new policy rolls out, Meta users may notice ads closely aligned with their chatbot discussions. So, if you spend time talking to Meta AI about pets or binge-watching dog-themed clips on Vibes, expect to see an uptick in dog-related ads across your Meta platforms.
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