Overview of Meta's New AI Advertising Policy
Meta announced an innovative policy set to start on December 16, involving the use of artificial intelligence (AI) to analyze conversations for targeted advertising. This policy will impact Meta's one billion monthly users, with notifications about the changes starting from October 7 through in-app messages and emails.
Use of AI Conversations in Advertising
In a significant shift of data usage strategy, AI conversations across Meta's platforms such as WhatsApp and Instagram will be utilized to personalize ads. For example, if a user discusses hiking plans with an AI, they might see ads for hiking boots and trails. The introduction of this strategy illustrates a new frontier in the realm of digital advertising, leveraging interactions that go beyond traditional user actions like likes and follows.
Protection of Sensitive Information
While Meta plans to use AI conversations for ad targeting, it has committed to excluding sensitive topics from this data use. Sensitive data including religious views, sexual orientation, political affiliations, health conditions, racial origins, philosophical beliefs, and union memberships will not be analyzed for advertising purposes. Meta emphasizes its ongoing effort to protect sensitive information in accordance with existing policies.
No Opt-Out and Continued Encryption
Users will not have the option to opt-out from this data collection method. However, Meta assures that encrypted communications, such as those on WhatsApp, will remain unaffected. Users will still have the ability to manage their ad preferences through existing tools, although these will not prevent AI conversations from being included in data analysis for ads.
Economic and Ethical Implications
This new policy follows Meta's recent financial statements showing $46.5 billion in advertising revenue last quarter and a nearly 20% increase in stock value this year. Meta maintains that despite the significant use of AI in advertising, it continues to promote tools and resources that meet ethical standards, emphasizing responsible and legally compliant usage by users.
