Meta has announced that beginning December 16, 2025, it will begin personalising content and ad recommendations on Facebook, Instagram and other apps using users’ interactions with its generative AI features.

The update means that if you chat with Meta’s AI about a topic, such as hiking, the system may infer your interests and show related content, including posts from hiking groups or ads for boots. Meta emphasises that content and ad recommendations already use signals like likes, shares and follows, but the new change adds AI interactions as another signal.

To maintain user control, Meta will notify users starting October 7 via in-app messages and emails. Users will retain access to settings such as Ads Preferences and feed controls to adjust what they see. Meta says it will not use sensitive AI chat content (religion, health, political beliefs, etc.) to personalise ads.

Interactions with AI on particular accounts will only be used for cross-account personalization if users have linked those accounts in Meta’s Accounts Center. Also, unless a WhatsApp account is added to the same Accounts Center, AI interactions there won’t influence experience in other apps.

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