Meta said users’ interactions with its AI features, whether by voice or text, would be added to existing data such as likes and follows to shape recommendations for content and ads, including Reels and ads. For example, a user talking about hiking with Meta AI could later be shown hiking groups, friends’ trail updates or ads for boots. Meta AI now has 1 billion monthly active users across the company’s family of apps. The company’s use of AI interactions for ads comes as other tech giants, including Google and Amazon, have begun monetizing AI tools, often through cloud-based services. But few have used AI chat interactions to personalise content and advertising across multiple platforms at the scale Meta is attempting.