Meta is about to make its AI chatbot a new data goldmine. Beginning December 16, conversations people have with Meta AI will be used to fuel the company’s already massive targeted advertising system, giving it new insight into what users want to buy, where they’re traveling, and even what problems they’re trying to solve.
Users will start seeing notices about the change next week. Until now, Meta’s ad targeting has relied mainly on posts, clicks, and social connections across Facebook, Instagram, and WhatsApp. But direct exchanges with its chatbot may prove even more valuable, since users could be openly telling Meta what they need.
The company says the shift will also influence what kind of content people see across its apps. For example, someone chatting about hiking may be shown more outdoor gear ads and hiking-related videos. Meta insists it will not use sensitive topics — including health, religion, politics, sexual orientation, or race — for ad targeting, though it will still allow advertisers to run ads about those topics.
Meta AI already has a billion monthly users, according to the company. Whether they engage daily or casually, their data could now be feeding into the same $46.5 billion ad machine that drove Meta’s revenue last quarter, up 21 percent year-over-year. Meta’s market cap now sits at $1.8 trillion.
The move comes as tech rivals race to make AI central to online shopping. OpenAI recently launched a feature allowing ChatGPT users to purchase select items directly through the chatbot, bypassing ads altogether. Some in Silicon Valley see this as the next major shift in e-commerce.
Still, Meta’s plans raise concerns. Users often treat chatbots like therapists or confidants, meaning conversations about personal struggles could influence the ads and content they’re shown. Reports earlier this year revealed some Meta AI users accidentally posted private chats publicly, sparking embarrassment and criticism. The company has since added safeguards, including a pop-up alert.
Meta says people will still be able to control their ad preferences and adjust targeted topics through existing tools on Facebook and Instagram. But with the change looming, one thing is clear: if you find yourself talking to Meta AI about dogs, don’t be surprised when your Instagram feed fills up with pet product ads.