Meta has revealed that starting December 16, 2025, it will utilize user conversations with its AI chatbot to personalize advertisements on Facebook and Instagram, according to The Wall Street Journal. For instance, if a user inquires about local hiking trails, they might receive ads for hiking gear or similar content in their feed.

Users will not have the option to opt out of this new policy, but certain types of conversations will be automatically excluded from personalization, including topics related to religion, political views, sexual orientation, health, and racial or ethnic identity. Conversations that occurred before December 16 will not be utilized. Additionally, users in the EU, UK, and South Korea will not be affected by this policy initially.

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

Meta is already actively incorporating AI into its services: for instance, in September, the company launched a feature for AI-generated short videos. Competitors like OpenAI are also experimenting with data for commercial purposes: OpenAI recently allowed users to purchase products through ChatGPT, Google is testing ads alongside AI search functionality, and X is leveraging AI to enhance ad targeting.

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