The way Meta plans to target its users with ads is about to change in a big way.
Starting in December, what people share in casual chats with Meta’s artificial intelligence chatbot will begin shaping the ads and content they see across Facebook, Instagram, WhatsApp, and the Meta AI app. The company says users will get a heads up next week, but the actual rollout is still a few months away.
Meta already builds profiles by tracking posts, clicks, and connections, but now the information from AI conversations is joining the mix. This means that anyone who chats about shopping for gadgets or planning a hiking adventure might find their feed filled with just those things.
Meta insists this will make ads and content more relevant as people’s interests change over time. In a blog post explaining ad personalization by AI conversation, the company explained, “Just like other personalized services, we tailor the ads and content you see based on your activity, ensuring that your experience evolves as your interests change.”
But the deeper push into data collection is raising eyebrows, given how users often share sensitive details in what they believe are private conversations with chatbots. A relationship struggle or personal concern could find its way into data used for recommendations, which is a scenario Meta will need to manage carefully.
Meta Pivots as Chatbots Shape Online Shopping
The move comes as AI chatbots are beginning to play a bigger role in online shopping. Silicon Valley insiders predict that people may soon shop through chatbots as easily as they search or scroll social apps. Meta’s competitor OpenAI, for example, just enabled purchases straight through its chatbot ChatGPT.
So far, Meta AI claims about one billion monthly users. However, how often these users engage is unclear. Meta’s ad business remains massive, with $46.5 billion earned in advertising revenues last quarter.
Meta says privacy boundaries are still in place. Conversations touching on religious views, political beliefs, sexual orientation, health, and a handful of other areas will not inform targeted ads, in accordance with Meta’s longstanding rules.
If users want more control, there are settings to adjust which topics influence what ads and posts show up in their feeds.
Embarrassments over accidentally public chatbot conversations have prompted new pop-up alerts, steering people away from sharing too much without realizing it will become visible. One notable shift was the removal of the Discover feed, now replaced by a never-ending stream of AI video clips known as Vibes.
As the update takes hold, someone fond of watching playful puppy videos on Vibes should expect to see a surge of dog-inspired ads on Instagram, as explored in Meta AI user engagement milestones.
