Meta to Use Your Browsing Data to Personalise AI and Feed

used exclusively to serve more relevant advertisements. Going forward, the same data will feed Meta’s recommendation algorithms and its AI chatbot. If you recently bought hiking boots online, for instance, you may start seeing more outdoor content in your Feed and receive AI replies tailored to that interest.

The company has been clear that it is not collecting any new data as part of this change. It is simply broadening how already-collected data is applied. Meta is also consolidating two previously separate privacy control settings into one, making it easier for users to manage how their off-site activity is used — though some existing controls are being removed in the process.

The bigger concern: AI that feels like it knows you

The more significant implication of this update lies in how it shapes Meta AI. With access to richer behavioural data, Meta’s chatbot will be able to deliver responses that feel strikingly personal — reflecting brand preferences, shopping habits, and browsing history. This could make interactions with Meta AI feel increasingly human-like, even as the underlying system remains a statistical language model with no genuine understanding or awareness.

Critics warn that this growing sense of familiarity could lead users to place undue trust in AI companions. As these tools become more attuned to individual behaviour, the line between a useful assistant and a manipulative engagement mechanism becomes harder to draw. The update will roll out in the United States first, with other regions to follow in the coming months.