Starting December 16, 2025, Meta will begin using conversations between users and its AI chatbot to enhance personalized advertising on Facebook and Instagram, according to The Wall Street Journal. For instance, if a user inquires about local hiking trails, they may receive ads for hiking gear.

Users will not have the option to opt out of this new policy, although certain conversation topics, such as religion, political views, sexual orientation, health, and racial or ethnic background, will be automatically excluded from personalization. Conversations that took place before December 16 will not be considered. Moreover, users in the EU, the UK, and South Korea will initially be exempt from this new policy.

The company explains that personalizing AI conversations is a key element of CEO Mark Zuckerberg's vision for an "augmented AI" future, where personal super agents assist with everyday tasks. To implement this plan, Meta aims to invest up to $600 billion in AI infrastructure over the coming years.

Meta is already integrating AI into its services: for example, in September, the company launched a feature for AI-generated short videos. OpenAI and other competitors are also experimenting with data usage for commercial purposes: OpenAI recently allowed purchasing products through ChatGPT, Google is testing ads alongside AI-powered search features, and X is utilizing AI to improve ad targeting.

According to Meta, user conversations will serve as one of the "signal" components for ad placement, and the company is currently developing its first product that will directly utilize this data.