Meta Uses AI Conversations for Ad Personalisation
amsterdam, donderdag, 2 oktober 2025.
From 16 December 2025, Meta will use conversations with AI bots to display personalised advertisements and content recommendations on platforms such as Facebook and Instagram. This practice will not apply to EU users for the time being. Conversations about sensitive topics such as religion, sexuality, politics, and health will not be used for personalisation. Meta will inform users of this change from 7 October.
Meta’s New Practice
From 16 December 2025, Meta will begin using conversations with AI bots to display personalised advertisements and content recommendations on platforms such as Facebook and Instagram. This practice will not apply to EU users for the time being. Conversations about sensitive topics such as religion, sexuality, politics, and health will not be used for personalisation. Meta will inform users of this change from 7 October [1].
How Personalisation Works
Meta provides an example where if users tell an AI bot that they enjoy hiking, they might subsequently see posts on the topic or advertisements for hiking boots in their feed. Both voice and chat conversations that users have with a Meta AI assistant will be used for personalised ads and recommendations from 16 December [1].
Account Linking
If users link their Meta accounts through the Accounts Centre, the company will use AI interactions from one platform for recommendations and advertisements on other linked platforms. Therefore, a conversation with Meta’s AI bot on WhatsApp could result in an advertisement on Instagram [1].
Notification to Users
Meta will inform users of this upcoming change on 7 October, both via email and on the platforms themselves. Users cannot opt out of this. In the EU, the UK, and South Korea, AI interactions will not be used for displaying personalised posts and advertisements for the time being [1].
Reactions and Concerns
This new practice has elicited both enthusiasm and concerns. While some users see the potential for more relevant advertisements and content, there are also questions about privacy and the use of personal information. The Authority for Consumers & Markets (ACM) is investigating a large, internationally operating software provider suspected of charging excessively high prices and imposing unfair terms on Dutch customers, although this is not specifically related to Meta’s new practice [4].
Impact on the Market
The introduction of this new personalisation technology could bring significant changes to how online advertisements are displayed. It could lead to more targeted marketing, which could benefit both businesses and users. However, the question remains whether this change will enhance user experience or increase privacy concerns [4].
Technical Background
Meta uses advanced AI technologies to analyse conversations and generate relevant advertisements and content recommendations. These technologies are designed to improve the user experience while respecting user privacy. Although the exact technical details are not fully known, it is clear that Meta is paying attention to the security and integrity of the data [1][4].