Introduction

Meta has announced that, starting in December 2025, conversations from its AI chatbots will be used to target ads and content. The news has raised questions about privacy, user trust, and how AI platforms will sustain their business models in the future.

So what does this mean for businesses? Could other AI providers follow Meta’s lead? And how should companies prepare?

Why This Matters

Meta plans to analyse conversational data across Facebook, Instagram, Messenger and WhatsApp, excluding only sensitive categories such as health, politics, or religion. While this move won’t initially apply in the UK, EU or South Korea due to regulatory pressure, it signals a new phase in how AI platforms think about monetization.

For businesses, the implications are clear. Customers often assume chatbots are private, and using these interactions to target ads could erode trust. At the same time, other AI providers may feel pressure to explore similar models to cover infrastructure costs.

The Regulatory Landscape

Europe is already tightening its stance with the EU AI Act, which introduces strict rules on transparency and data usage. Meta’s decision to exclude the EU and UK shows how regional laws will shape the rollout of new monetization strategies.

Voluntary codes of practice are also emerging, encouraging providers to act responsibly before new rules come into force. Companies that fail to adapt could face both reputational risks and legal consequences.

What Businesses Should Do

If you’re using AI in your own organisation, this development is a reminder to review both your vendor relationships and your customer communications.

• Ask providers about data use. Are conversations stored, anonymised, or monetized?
• Update contracts. Make sure privacy safeguards are written into supplier agreements.
• Be transparent. If your chatbot provider uses customer data, explain this clearly to users.
• Stay alert. Regulations will evolve quickly, especially in Europe.

Looking Ahead

The big question is whether others will follow Meta’s lead. If Google, Microsoft, or OpenAI explore similar monetization models, businesses will have to adapt fast. We may also see “pay-for-privacy” subscription tiers, giving users the option to avoid ads altogether.

One thing is certain: conversational AI is no longer just about service — it’s about data, revenue, and trust.

Conclusion

Meta’s shift is a wake-up call. Businesses need to think carefully about which AI tools they use, how those tools handle data, and how transparent they are with customers. The future of conversational AI will be shaped not only by technology, but by the trust companies can maintain while using it.