Meta integrates AI chats into recommendations on Facebook and Instagram

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From 16 December 2025, Meta wants to incorporate conversations with its AI functions into the personalisation of Facebook and Instagram. This means that not only likes, comments or shared content will play a role, but also text and voice interactions with "Meta AI". According to the announcement, these additional data points will expand the company's ability to tailor recommendations more specifically to users' interests.

Meta cites a conversation about hiking as an example: Anyone discussing such a topic with the AI will in future be able to see recommendations for suitable Facebook groups, reels on outdoor topics or adverts for equipment. The procedure follows the same logic as previous personalisation mechanisms, but expands them to include direct exchange with the AI functions.

Handling sensitive data

Meta emphasises that it does not want to use sensitive information for advertising purposes. This includes information on religion, sexual orientation, political views, health, ethnic origin or trade union membership. Conversations about these topics should not influence content in the feed or personalised ads.

In this way, the company is trying to address concerns about private topics being analysed too deeply. In the official information, Meta emphasises that these limits already apply to the previous use of data and should also be adhered to in the new AI-based systems.

Control for users

In addition to automatic personalisation, individual adjustments will still be possible. Users can change their display and content settings using familiar tools such as Ads Preferences or feed controls. This leaves it up to them to limit or increase the influence of AI recommendations.

People can also decide how they want to interact with Meta AI – by voice or text. An indicator light appears when voice commands are given, signalling that the microphone is actively being used. Meta emphasises that a recording is only made if consent is given and a corresponding function is consciously used.

Account linking determines range

A central point is the linking of various Meta services via the Accounts Centre. Only if users register their accounts there will the data be included in the recommendations across platforms. According to the announcement, users who do not connect WhatsApp to the Accounts Centre, for example, do not have to expect AI chats from Messenger to influence their Facebook or Instagram experience.

In this way, Meta is trying to give users themselves more control over the reach of their interactions. The decision as to what information is shared between the platforms lies with those who link their accounts or keep them separate.

Timetable and further plans

The planned changes will come into force on 16 December 2025. Meta has announced that it will inform users in advance via notifications and emails so that they have sufficient time to check or adjust their settings.

The rollout will take place gradually. Initially, the update will be implemented in most regions, but the company intends to roll out the function worldwide at a later date.

(mdo)