Meta’s AI just got more personal—but at what cost?

Meta is rolling out an updated AI-powered assistant that taps into user data from Facebook and Instagram to deliver more personalised responses.

Announced last week, the new feature lets Meta AI reference user-shared information—think interests, habits, and even dietary preferences—to fine-tune its answers.

Allegedly, in one demo, Meta showcased a user informing the chatbot of their vegan diet. Later, when they asked for breakfast ideas, the AI tailored its response accordingly – cute.

On the surface, it’s a convenient way to make AI more useful.

But we all know Meta isn’t doing this out of the kindness of its heart.

Convenience vs. data access

The promise of AI that “remembers” you sounds great—until you realise what it means for your data.

Meta already knows more about you than your closest friends, and now it wants its AI to get in on the action, too.

For users, this could mean a more seamless experience across Meta’s platforms - yay, I guess?

For Meta, it’s an opportunity to strengthen its grip on user engagement, keep people interacting with AI tools, and—most importantly—supercharge ad targeting.

Meta isn’t alone in this AI arms race.

The biggest names in tech are scrambling to create AI assistants that don’t just answer questions but anticipate needs, remember details, and act like digital concierges.

Google, OpenAI, and Apple are all developing hyper-personalised AI tools. And Meta’s latest move shows it doesn’t plan on being left behind.

The difference? Companies like OpenAI focus on standalone AI models. But Meta has a unique advantage: direct access to an ocean of user data from its social media empire.

But how much is too much?

Will users actually be comfortable with an AI that remembers their preferences?

The idea of a chatbot recalling past conversations sounds futuristic—or borderline dystopian, depending on your perspective.

Meta claims users can create “memories” for AI to reference and that they’ll have control over what’s stored. But trusting Meta with data privacy is a leap of faith at best.

The company’s history of mishandling user data, from the Cambridge Analytica scandal to multiple breaches and controversies, doesn’t exactly inspire confidence.

So, what does this mean for marketers?

For brands and advertisers, this could be a game-changer.

A more personalised AI assistant means more precise audience targeting, deeper engagement, and potentially new ways to integrate advertising directly into AI interactions.

Imagine an AI assistant subtly recommending a product based on past conversations. It's a marketer’s dream (and a privacy advocate’s nightmare).

But the real question is whether users will embrace an AI that knows them a little too well? Or will this move spark another wave of backlash against Meta’s ever-growing data collection tactics?

One thing’s for sure—2025 is shaping up to be the year of AI that knows (and remembers) way more than it should.

Stay sceptical, y'all.

-Sophie, Writer