Meta to use off-platform activity to personalize feeds and AI

Meta Expands Off-Platform Data Use to Personalize Feeds and AI

Meta announced on Sunday that it will begin using activity data shared by third-party businesses — such as online purchases and games played on other websites — to personalize Facebook and Instagram feeds and AI responses, extending beyond its longstanding practice of using such data solely for ad targeting.

What’s Changing

In a blog post published on its newsroom, Meta said the update does not involve collecting any new data. Instead, it broadens how information that businesses already share with the company is applied. “We already use this data — like games you play or purchases you make on other websites — to make the ads you see more relevant,” the company wrote. “In the future, we’ll use this information to personalize other parts of your experience, including the content you see in your Feed and AI responses.”fb

The company offered an example: if a user recently purchased a tent online, they might begin seeing more Reels about camping in their feed.fb

Privacy Controls Consolidated

Alongside the expanded data use, Meta is removing the “Your activity off Meta technologies” setting, which previously allowed users to disconnect off-platform activity from their accounts. The company said it is consolidating controls under a single “Activity from other businesses” setting, which will now govern how off-platform data shapes both ads and non-ads content.fb

Users who do not want their off-platform activity influencing their feeds or AI interactions will need to turn off the “Activity from other businesses” toggle. If disabled, Meta said it will not use the information for either ads or content recommendations.fb

Rollout and Exclusions

Meta said the changes will go into effect in the United States and a number of other countries next month, with more countries to follow. The rollout will initially exclude the European Union, the United Kingdom, and Brazil — regions where stricter data protection regulations, including the EU’s General Data Protection Regulation and Digital Markets Act, impose tighter constraints on how platforms use personal data for personalization.europa

The move comes as Meta continues integrating AI deeper into its products. In December 2025, the company began using interactions with Meta AI to personalize content and ad recommendations, and it has signaled plans to fully automate ad creation and targeting by the end of 2026.marketingdive