Meta will soon use your AI chats to inform your scrolling.

The social media giant announced on Wednesday that it will start personalizing ads and content recommendations using user interactions with its generative AI features. Users will be notified starting October 7, before this change goes into effect in mid-December. This policy won’t apply to users in South Korea, the U.K. and the E.U. due to privacy laws in those regions.

To keep your ads from devolving into the Thanksgiving dinner table, Meta noted that topics like “religious views, sexual orientation, political views, health, racial or ethnic origin, philosophical beliefs, or trade union membership,” discussed with its AI bots, won’t be used in ad algorithms.

Meta claimed that its AI products garner more than 1 billion users monthly. Meta AI users will not have the option to opt out, the company confirmed.

A move like this is par for the course for Meta, which already relies on user interactions to hone its ad experiences and content algorithms. “Soon, interactions with AIs will be another signal we use to improve people’s experience,” the company said in its announcement.

With this move, Meta is operating by the same playbook that it always has: utilizing every tool at its disposal to target advertising to a T, and thereby rake in as much cash as possible. In the most recent quarter, the company’s ad revenue totaled nearly $46.6 billion, representing an increase of over 18% from the same quarter in the previous year.

With fears of an AI bubble creeping in, the stakes are growing higher. Companies are investing billions in developing massive AI models, with little evidence of return on investment. Meta noted in its July earnings call that its expenses are expected to range between $114 billion and $118 billion for 2025 and increase above this for 2026, primarily due to investments in AI. 

This isn’t the first time Meta has sought to incorporate AI into its digital ad playbook. The company began rolling out some generative features in its Ads Manager back in 2023, and said this past summer that it’s working on an AI tool to create entire ad campaigns from scratch. Still, it’s unclear whether these additions will be fruitful enough to make these models worth the price tag.