Meta will mine Meta AI chats to personalize feeds and ads starting December 16

Meta will begin using people's interactions with Meta AI to personalize content and advertising across Facebook and Instagram starting December 16, 2025. The company says more than a billion people use Meta AI each month, and frames the change as making its AI products feel more relevant to each user's goals.

Voice and text conversations with Meta AI become an additional targeting signal, treated the same as posting a reel or liking a Page. A chat about hiking, for instance, could lead to recommendations for hiking groups, friends' trail posts or ads for hiking boots.

Users began receiving notifications about the change through in-app messages and email on October 7. There is no general opt-out other than avoiding Meta AI entirely, though ad preferences and feed controls remain available.

Meta says chats on sensitive subjects like health, politics or religion are excluded from ad targeting, though privacy watchers are skeptical of self-policed promises. WhatsApp interactions with Meta AI only feed personalization on other platforms if the account is linked through Accounts Center, and conversations from before December 16 are excluded.

The feature will not launch initially in the European Union, the United Kingdom or South Korea because of local regulations.

For marketers, personalization based on AI chats marks a move toward sharper targeting built on declared intent. The practical advice: weave niche keywords and phrases naturally into captions, reels and voiceovers, optimize the bio, and focus on compelling content that speaks directly to each audience member, since hashtags no longer drive discoverability.

Separately, Meta has expanded its AI translation for Reels. Since October 9, Meta AI can translate, dub and lip-sync Reels in Hindi and Portuguese in addition to English and Spanish, preserving the creator's voice, tone and energy plus optional lip-syncing matched to mouth movements. Creators choose which languages to translate, can review results before posting, and can switch the feature off at any time. The tool makes it far easier to cross language barriers and reach audiences across the largest Reels markets on the planet.