With around 98% revenue coming just from its ads business, Meta is heavily dependent on making sure it earns its living by maximizing its revenue from the industry. The company has announced that starting December 16, 2025, it will begin using users" interaction with Meta AI to personalize ads and recommendations across all of its platforms.
This means that users" conversations and interactions with Meta AI, whether by voice or text, will be used to tailor the posts, reels, ads, and groups they see on Facebook, Instagram, WhatsApp, and Messenger. For example, chatting with Meta AI about hiking could prompt the platform to recommend hiking groups, relevant posts, or related ads, alongside traditional signals such as likes or page follows.
Meta says in its press release that its AI assistant has over a billion monthly users, and the company wants to push its advanced generative AI technologies with its core advertising business. Meta also reportedly held talks with Google for powering some of its ad business with Gemini.
It should be noted that while WhatsApp conversations are end-to-end encrypted, chats on Instagram and Messenger lack similar protection.
Meta added that topics such as religious views, sexual orientation, political views, health, racial or ethnic origin, philosophical beliefs, or trade union membership won"t be used to target ads to people.
AI-driven personalisation allows advertisers like Meta to finely tune content and ads based on deeper insights into user behavior and preferences, driving higher engagement across their platforms.
Meta says that personalization via AI data is linked across Meta"s apps only when user accounts are connected through its Accounts Center, allowing users to opt out of cross-platform sharing. Users can also change their Ads Preferences and other feed controls to adjust the content and ads they see at any given point in time.
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