Necessary Always Active
Necessary cookies are required to enable the basic features of this site, such as providing secure log-in or adjusting your consent preferences. These cookies do not store any personally identifiable data.
|
||||||
|
||||||
|
||||||
|
Published on
October 1, 2025
5 min read
Inside Meta’s Plan to Personalize Ads, Content with AI Chats
In Focus
- Meta will personalize ads and content based on interactions with its AI tools
- Recommendation update will commence in December 2025
- Personalization update only applies to Meta AI users, people cannot opt out
- Ad personalization shows Meta’s efforts to link AI spending with online advertising
Meta will start showing content and ads based on user interactions with its AI tools. According to CNBC, the Meta’s recommendations update will take effect on December 16, 2025 on Facebook and Instagram. The social media giant will start notifying users about Meta AI chat ads changes on October 7, 2025.
Meta’s Generative AI Offerings
Meta currently offers users generative AI capabilities through its Meta AI digital assistant. The company has integrated its AI assistant across its social media platforms, including Instagram, Facebook, Messenger, and WhatsApp. Like OpenAI’s ChatGPT, the AI assistant supports user interaction through prompts.
In May 2025, the social media giant said that Meta AI had attained a billion active users per month. At the time, Meta CEO Mark Zuckerberg said “there will be opportunities to either insert paid recommendations” or offer “a subscription service so that people can pay to use more compute.”
User Interactions Inform Ad Personalization
In explaining how Meta will use AI chats in ads, the social media giant says user interactions with Meta AI tools, whether by voice or text, would be added to existing data. This data will inform ad and content recommendations. For instance, if users prompt Meta AI about hiking, they may get content relating to hiking groups, or ads about hiking gear.
“People’s interactions simply are going to be another piece of the input that will inform the personalization of feeds and ads. We’re still in the process of building the first offerings that will make use of this data,” Meta’s Privacy and Data Policy Manager Christy Harris said.
Personalizing of Facebook Reels
Harris said the AI conversation for ads update could influence the type of Reels users view on Facebook and Instagram. For instance, if users prompt Meta AI about planning a vacation, the response may influence the type of Reels that Facebook could recommend.
“The Reels that I see on my Facebook feed or other types of content that is recommended to me could include family friendly travel destinations. It could include ads for hotels or other signals that would be informed by the conversation that I have had with Meta AI,” Harris said.
Voice interactions with AI while wearing Ray-Ban smart glasses will also inform Meta’s content personalization. Meta said users will not be able to opt out of AI chat ads. However, the update will only apply to people who use Meta AI.
Meta recently launched AI-powered translation for Instagram and Facebook Reels, enabling creators to preserve their tone and style while aligning lip movement to their audio.
Top Highlights of Meta’s Recommendation Update
- Voice and text interactions with Meta AI tools to inform ad and content personalization
- Personalized recommendations will appear on Facebook and Instagram
- Ads update will influence the type of Facebook and Instagram Reels users view
- Ad updates do not apply to WhatsApp unless accounts link toInstagram or Facebook
- Meta will debut the recommendation update in the U.K. and the EU
Linking Meta AI to Online Advertising
Meta’s AI personalized ads underscore efforts by the social media giant to link its heavy generative AI spending with its online advertising business. During the second-quarter earning call, the social media giant said it expects an year-over-year expense growth in 2026.
In August 2025, Meta paused its AI hiring spree following months of aggressive recruitment that saw the company assemble a team of highly qualified AI experts to lead Meta’s AI breakthrough efforts.
The social media giant also established the Meta Superintelligence Labs headed by Alexandr Wang. The former Scale AI CEO joined Meta earlier in July 2025 after Meta invested $14.3 billion in the data labeling startup for a 49% stake.
Meta’s ad personalization update will not consider Meta AI interactions on WhatsApp unless users link their accounts to Instagram or Facebook. The social media giant plans to debut the update in the U.K. and the EU.
