Meta Platforms has announced a major update to how it personalises content across Facebook and Instagram, revealing that it will now use data shared by other businesses to tailor not only advertisements but also users’ feeds and interactions with its artificial intelligence tools.
The move marks a significant expansion of Meta’s personalisation strategy as the company intensifies efforts to integrate AI across its platforms and compete with rivals in the rapidly evolving artificial intelligence market.
In a blog post published on Tuesday, Meta said it already uses off-platform activity, such as purchases made on external websites and interactions with online services, to deliver targeted advertisements. Under the new policy, the company will also use that information to customise content recommendations and AI-generated responses.
Meta stressed that it is not collecting additional data as part of the change.
“We aren’t collecting any new data as part of this update,” the company said. “This is about using information that businesses already send to us to further improve your experience.”
The update means users could see content that reflects their activity beyond Facebook and Instagram. Meta provided an example of a consumer who recently purchased a tent online and may subsequently see camping-related videos in their Reels feed.
AI and Content Personalisation
Meta spokesperson Emil Vazquez told technology publication The Verge that the company previously relied primarily on activity within its own ecosystem, including likes, follows, comments and viewing behaviour, to personalise content recommendations.
The latest change broadens that approach by incorporating data supplied by businesses through Meta’s advertising and tracking infrastructure.
The development also follows Meta’s growing use of artificial intelligence across its platforms. Last year, the company began using conversations with its AI assistant to personalise advertising experiences.
Industry analysts view the latest update as part of Meta’s wider strategy to make its AI tools more relevant and responsive by leveraging a broader range of user signals.
The company has invested billions of dollars in AI infrastructure and recently introduced several AI-powered products aimed at improving user engagement and advertising effectiveness.
Privacy Controls Remain Available
Alongside the update, Meta has simplified the controls governing access to off-platform information.
Users who do not want Meta to use information shared by other businesses for advertising, feed recommendations or AI responses can disable the “Activity from other businesses” setting.
According to Vazquez, the rollout will occur globally but several regions will not receive the feature initially. The excluded markets include the European region, the United Kingdom, Brazil, Thailand, South Africa, Turkey, South Korea, Ecuador, Nigeria and Kenya.
The announcement is likely to reignite debates surrounding digital privacy, data collection and the growing role of AI in shaping online experiences.
While Meta argues the changes will improve relevance and convenience, privacy advocates have long questioned how major technology companies use consumer data across platforms and services.
As competition intensifies among technology giants, personalisation powered by artificial intelligence is becoming a key battleground. Meta’s latest move signals that data shared beyond its platforms will play a growing role in that strategy.
