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Meta to Use AI Chat Data to Personalize Content and Ads Starting December

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Meta Platforms announced that beginning December 16, the company will start using users’ interactions with its generative AI tools to personalize both content and advertising across its major apps, including Facebook and Instagram.

The change — which will roll out globally except in the UK, the European Union, and South Korea — will apply to anyone who uses Meta AI, the company’s generative chatbot available via text or voice. Starting October 7, Meta will notify users of the update. However, there will be no option to opt out of this data integration.

AI INTERACTIONS TO SHAPE RECOMMENDATIONS

Meta said that user conversations with its AI — whether discussing travel, sports, or hobbies — will become an additional data signal alongside likes, follows, and other activity to help refine content recommendations and ad targeting.

For example, a user chatting with Meta AI about hiking might later see hiking-related groups, friends’ outdoor posts, or ads for hiking gear.
“People’s interactions simply are going to be another piece of the input that will inform the personalization of feeds and ads,” said Christy Harris, Meta’s privacy policy manager.

The company clarified that AI interactions involving sensitive topics — such as religion, sexuality, health, political affiliation, or ethnicity — will not be used for advertising purposes.

A MASSIVE PERSONALIZATION PUSH

The update is part of Meta’s broader strategy to make its AI ecosystem deeply integrated across all its apps. According to the company, Meta AI now has over 1 billion monthly active users, marking one of the fastest-growing AI deployments worldwide.

At the company’s annual shareholder meeting, CEO Mark Zuckerberg said the goal for 2025 is to make Meta AI the leading personal assistant, emphasizing personalization, natural voice interactions, and entertainment.

The integration comes amid a new phase of AI monetization among tech giants. Both Google and Amazon are already leveraging AI to boost cloud revenues, but Meta’s move is unique for its cross-platform scale and its decision to blend AI chat data with social and ad algorithms.

By combining behavioral, conversational, and contextual signals, Meta aims to offer advertisers more effective targeting while keeping users more engaged through hyper-personalized recommendations.

Grupo Werthein Launches $40 Million Generative AI Company ‘Illumia’ to Enhance Humanized Customer Interaction

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Grupo Werthein, the Argentina-based investment conglomerate, has launched a new generative AI company named Illumia, backed by an initial $40 million investment, the company announced on Wednesday. Illumia will focus on humanized AI solutions for sales, customer service, and business communication, blending multiple AI platforms to simulate human-like conversation.

“We aim to use generative artificial intelligence with digital assistants that can converse the same way humans can,” said Daniel Figueirido, CEO of Illumia, in a statement to Reuters.

The company’s AI service leverages existing AI tools and proprietary technologies to deliver solutions aimed at personalizing interactions between companies and their customers. It has already begun offering services to Werthein-controlled firms and third-party clients in Latin America.

Why It Matters

The investment signals a strategic push by Latin American firms to lead in AI personalization and customer engagement technologies, an area increasingly seen as critical for competitiveness in sectors such as telecom, media, and e-commerce.

“The key to the kingdom with this kind of investment is how do I combine each of these different platforms and technologies,” Figueirido said.

Illumia’s development comes at a time of both high enthusiasm and caution toward generative AI in the region. A recent Reuters study found that while 56% of Latin American respondents expressed excitement about AI, 50% voiced concerns over privacy and data confidentiality.

What’s Next

Figueirido envisions expanding Illumia’s reach beyond Latin America, scaling services across industries and geographies. While early clients have included firms within the Werthein portfolio — which includes DirecTV Latin America and Sky Brazil — the company is now positioning itself for regional and international growth.

Grupo Werthein’s move into AI reflects a broader trend among legacy conglomerates investing in next-gen technologies, with Illumia poised to play a leading role in AI-driven customer engagement and digital transformation in Latin America and beyond.