Meta: AI interactions will shape content and ad recommendations

Meta will soon begin factoring in how people interact with its generative AI tools to personalize the content and ads they see across Facebook, Instagram, and other platforms.

More than 1 billion people use Meta AI monthly, according to their internal data. By turning AI chats and prompts into signals, Meta is making its recommendation engine more data-rich, potentially boosting ad relevance for brands and personalization for users.

Why we care. By adding this new signal to it’s recommendations engine, this could reveal real-time interest and intent, making ad targeting sharper and potentially more effective. By tapping into these AI-driven signals, brands can reach audiences with more relevant content at the exact moment their interests emerge.

Rollout. Users will start receiving notifications and emails Oct. 7, weeks ahead of the official Dec. 16 launch.

What changes. Conversations with Meta AI – whether text or voice – will now influence feed recommendations and ad targeting, similar to likes, follows, or video engagement.

Example. Asking Meta AI about hiking could trigger recommendations for hiking groups, trail content from friends, or ads for hiking boots.

Controls. Users can manage personalization through Ads Preferences and feed settings, and sensitive topics (e.g., health, religion, politics) remain excluded from ad targeting.

Between the lines. For advertisers, this opens a new layer of intent-based signals – AI-driven conversations – that could improve audience targeting and relevance. But it also raises fresh transparency and privacy considerations, making Meta’s controls and opt-outs crucial for user trust.

What’s next. Meta plans to expand the update to most regions in December, with broader rollout to follow.