Meta announced plans to expand how it uses data from other websites and apps. Starting in July, the company will use this information to personalize Facebook and Instagram feeds, Reels, and AI responses. As a result, users may notice content recommendations based on activity beyond Meta’s platforms.
The company clarified that the update does not involve collecting new data. Instead, Meta will use information that businesses already share through advertising and measurement tools. Previously, the company mainly relied on this data for advertising purposes.
For example, a recent online purchase could influence content recommendations. If someone buys camping equipment, they may see more outdoor-related videos. Consequently, off-platform activity will play a greater role in shaping user experiences.
Content Recommendations Go Beyond Advertising
Until now, Meta primarily used activity across its own apps to personalize content. Likes, follows, comments, and viewed posts helped determine recommendations. Furthermore, the company began using conversations with its AI assistant to personalize advertisements last year.
According to Meta spokesperson Emil Vazquez, the latest update broadens the use of existing data. Therefore, information shared by businesses will influence feeds, Reels, and AI-generated responses. The change reflects Meta’s effort to deliver more tailored content across its ecosystem.
Users will likely see recommendations that better match their interests. However, privacy advocates continue monitoring how technology companies use consumer data.
Users Retain Control Over Data Settings
Meta said users can disable the expanded use of this information. They can manage preferences through the “Activity from other businesses” setting. Additionally, the company plans to remove its older “Your activity on Meta technologies” control.
The updated setting will govern how business-shared activity influences ads, content recommendations, and AI interactions. Meanwhile, Meta confirmed that the rollout will not initially include regions such as the European Union, the United Kingdom, Brazil, and South Africa.
Meta emphasized that the update focuses on broader personalization rather than new data collection practices.
