Meta to use AI chats to personalise ads and content across platforms

Meta is set to expand the way it delivers personalised experiences by tapping into people’s interactions with its generative AI features. Starting 16 December later this year, conversations with Meta AI (whether through text or voice) will help shape the content and ads users see across its platforms, including Facebook and Instagram.

The company will begin notifying people of the update on 7 October, via in-app notifications and emails.

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According to Meta, more than one billion people already use Meta AI every month, and this move is aimed at making recommendations more relevant by recognising individual interests and behaviours. “Soon, interactions with AIs will be another signal we use to improve people’s experience,” the company said in a blog post.

For example, if a person chats with Meta AI about hiking, the platform may recognise an interest in the activity and surface related content— such as hiking groups, posts from friends about trails, or ads for hiking gear. This approach mirrors how user activity such as likes, posts, or follows already influences feed recommendations.

Meta emphasised that people remain in control of their experience through tools such as Ads Preferences and feed controls, which can be adjusted at any time. Users can also choose how they engage with AI, either through voice or text. Meta added that microphones will only be activated with user permission and when a feature specifically requires it.

The company also clarified that sensitive topics, including religion, politics, sexual orientation, health, race, ethnicity, and trade union membership, will not be used to determine ad targeting.

Interactions with Meta AI will only be used across accounts that are linked within Meta’s Accounts Center. For instance, if a user has not connected their WhatsApp account to Accounts Center, their activity on WhatsApp will not influence recommendations on other Meta apps.

With this change, Meta hopes to create more tailored and engaging experiences for its users. The update will roll out in most regions starting December, with plans to expand globally in the near future.

Earlier in June, Meta shared that it would double down on its generative AI ambitions for advertisers and agencies, introducing a new suite of features aimed at improving campaign performance and enhancing brand creativity.

The latest updates come under its 'Advantage+' and 'Business AI' umbrellas, and are designed to streamline branding, boost video capabilities, and drive customer interactions across platforms including Facebook, Instagram, Messenger and WhatsApp.

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