Have you ever noticed that the ads popping up on your Instagram and Facebook seem to know you a little too well? It’s not your imagination; it’s a new tactic that Meta is embracing. They’ve recently updated their privacy policy, allowing them to mine data from user interactions with their AI services to serve you even more tailored ads across their platforms.
In earlier drafts of their privacy policy, Meta hinted that they collected data from interactions with their AI technologies, including conversations and the metadata that comes along with them. But now, they’re getting explicit. This update states that any prompts—which could be questions, messages, or other types of media shared with Meta’s AI—will be used to better personalize advertisements that show up in your feed.
What Exactly Is “AI at Meta”?
“AI at Meta” refers to the suite of AI-powered tools the company incorporates across platforms like Facebook, Instagram, and WhatsApp. This includes everything from chatbots to sophisticated features in their Ray-Ban smart glasses. According to the new policy, your chats with these AIs may mean more customized ads in your timeline.
How Will My Conversations Affect the Ads I See?
Here’s how it plays out: if you chat with Meta AI about outdoor activities like hiking, you could soon find ads for the perfect pair of hiking boots in your feed. This is designed to improve your experience by showing you things you’re likely to be interested in, rather than random products.
Initial User Reactions to the Changes
Meta first informed users about these changes in a press release in October. They claimed that these updates would enhance recommendations, making them more aligned with individual user interests. However, this revelation quickly stirred a pot of controversy.
What Concerns Are Users Raising?
By the end of October, a group of 36 privacy, consumer protection, and civil rights organizations sent a letter to the Federal Trade Commission (FTC), questioning the legal and ethical implications of the updated policy. They emphasized that monetizing AI-driven technology without a basic opt-out mechanism could indicate a deeper issue within Meta’s marketing strategies.
The Call for Action
In the letter, the coalition urged the FTC to investigate this new advertising tactic, arguing it represents a significant shift towards more invasive, surveillance-driven marketing. More than 1 billion people engage with Meta AI each month, so the stakes are high. They suggested that the FTC should leverage its existing authority to look into this practice and potentially halt it.
How Might the FTC Respond?
It remains unclear how the FTC will react, especially since the previous administration advocated for AI growth. A notable executive order was signed in late 2025 aimed at limiting state constraints on AI. This leaves many wondering whether Meta will continue its current practices unscathed.
Neither Meta nor the FTC provided comments to Gizmodo regarding this developing situation.
What Can I Do If I’m Concerned?
If you’re worried about these changes, stay informed and consider reviewing your privacy settings on Meta platforms. Being proactive about your data is always a good step.
Have you noticed a change in the ads you see? Share your experiences in the comments below!