Beginning December 16, Meta will begin using people’s interactions with its generative AI features, such as voice or text chats, to influence content and ad recommendations on Facebook and Instagram.
Meta says it will notify users about the change starting October 7 via in-app alerts and email messages, giving a heads up ahead of the rollout.
The company clarifies that this new approach builds on its existing recommendation system, which already uses user behavior (likes, follows, posts) to shape what appears in people’s feeds. Under the update, conversations with Meta’s AI features will act as an additional signal in ranking content and ads.
For example, if someone chats with Meta AI about hiking, the system may serve more posts, ads, or groups related to hiking. Meta emphasizes that it will not use AI conversations about sensitive topics, such as religious views, sexual orientation, political beliefs, health, or race, for ad targeting.
Meta also reassures users that microphone access is only activated when explicitly permitted and when using a feature that needs it. An indicator light will display when the microphone is in use. This shift comes as Meta AI already reaches over a billion monthly users across its apps.
The update will, however, not initially apply in the European Union, the United Kingdom, or South Korea, due to regulatory constraints in those regions.
Meta has also recently launched “Vibes,” a short-form video feed built around AI-generated content, allowing users to remix and share AI videos across its ecosystem. The move underscores how entwined Meta’s content, recommendation and monetization strategy is becoming with generative AI.
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