October 1, 2025 – Global
Facebook is preparing to roll out a major change in how it uses Meta’s Artificial Intelligence (AI) assistant that could surprise many users. Starting December 16, 2025, Meta will begin using written and audio interactions with its AI assistant to personalize advertisements, posts, reels, and group suggestions on Facebook.
How the Change Works
If a user chats with the AI assistant about a particular topic, such as hiking, Meta will interpret this as an interest in that subject. Consequently, users may start seeing related Facebook posts, reels, group recommendations, and ads for hiking gear. This approach is similar to how liking a page or post currently influences content visibility — only now, AI chat interactions will directly influence the personalized content algorithm.
Scope of Data Use
Meta has stated that the AI chat data will not be used for sensitive areas such as religion, political beliefs, health, race, or other highly personal topics. The goal is to enhance engagement by offering more relevant content without crossing sensitive boundaries.
Meta’s Head of Privacy, Christy Harris, emphasized that the company will implement this change while respecting existing policies. Users will still be able to adjust advertising preferences in the settings menu, but it will not be possible to prevent AI chat data from influencing personalized ads entirely.
Cross-Platform Recommendations
Users who have linked their Facebook, Instagram, and WhatsApp accounts through Meta’s Accounts Center should note that AI conversations on one platform could influence recommendations on the others. This includes one-on-one chats with Meta AI on WhatsApp and Messenger. However, Christy Harris reassured users that encrypted conversations will remain unaffected and retain their privacy.
Global Rollout
Meta plans to notify users about this change starting October 7, 2025, and the update will apply to most regions worldwide. Exceptions include the United Kingdom, European Union countries, and South Korea, where the new system will not be implemented due to local regulations.
User Implications
This change marks a significant shift in how Facebook interacts with user-generated AI content. While it could lead to more relevant suggestions and ads, it may also raise concerns about privacy and digital profiling, especially as AI chat data becomes a new factor in personalized content delivery. Users should review their ad preferences and be aware of how cross-platform AI data could influence what they see online.
In essence, Meta is blurring the lines between private AI interactions and public content personalization, making it essential for users to stay informed about the new system and how it impacts their digital experience.
