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Meta revealed on Wednesday that it will begin using data derived from user interactions with its AI tools to tailor advertisements on its social media platforms. The company will revise its privacy policy by December 16 to incorporate these changes and will inform users shortly. This new approach will impact users globally, with the exception of those in South Korea, the United Kingdom, and the European Union, due to stringent privacy regulations in those regions.
For years, Meta has depended on cultivating detailed profiles of Facebook and Instagram users to deliver highly targeted advertising. Advertisers have relied on the platform to hone in on particular demographics and user segments. The forthcoming integration of data from interactions with its AI chatbot into these profiles is set to improve this capability significantly, providing more precise targeting for advertisements.
Currently, Meta possesses a wealth of information about its users, but the introduction of Meta AI offers a novel source of data. The company reports that over a billion individuals engage with Meta AI each month, often engaging in extensive conversations with its chatbot. While Meta has thus far provided its AI products for free, this new data will allow the company to refine its valuable advertising services.
For instance, if a user discusses hiking with Meta AI, they may see advertisements for hiking equipment. However, Emil Vazquez, a spokesperson for Meta, emphasized to TechCrunch that this privacy update encompasses more than just interactions with Meta AI and will also pertain to other AI capabilities the company offers.
This means data derived from AI features in products such as Ray-Ban Meta smart glasses—including voice recordings and analyzed images—could also be leveraged to further enhance ad targeting. Additionally, data from Meta’s new AI video feed, Vibes, and its image generation tool, Imagine, may likewise be incorporated.
User conversations with Meta AI will influence ad targeting on Facebook and Instagram only if the individual is logged into the same account for both services. Notably, there will be no option to opt out of this data collection practice.
This announcement serves as a reminder that many free offerings from major tech players often come with hidden costs. A multitude of tech companies are exploring ways to monetize their AI products, with Meta joining other giants like OpenAI and Google in considering new revenue streams. OpenAI recently introduced a purchase option in ChatGPT, while Google’s AI Mode is set to incorporate ads within its search functionalities.
Although Meta states that there are currently “no imminent plans” to introduce advertising directly into its AI products, CEO Mark Zuckerberg has hinted at the possibility for the future.
