Meta will soon use activity from other websites and apps to personalize what people see across Facebook, Instagram, and its AI features.
Starting in July, users may begin seeing more content linked to things they have done outside Meta’s apps, such as games they played, products they bought, or websites they visited. Meta already uses this type of off-platform activity to personalize ads, but the company is now expanding how that data is used across feeds and AI responses.
In a blog post, Meta said it is not collecting any new data with this update. Instead, the company says it will use information that businesses already share with Meta to improve recommendations and make content feel more relevant. For example, someone who recently bought a tent online may start seeing more camping-related videos in their Reels feed.
Meta spokesperson Emil Vazquez said the company previously used activity within its own apps, such as likes, views, and follows, to decide what content appears in users’ feeds. Meta also began using conversations with its AI assistant to personalize ads last year.
With this update, Meta is also simplifying the controls for off-platform data. Users who do not want Meta to use information shared by other businesses for ads, feeds, or AI responses will need to turn off the “Activity from other businesses” setting.
The rollout will be global, but Meta says some regions will be excluded at launch. These include Europe, the UK, Brazil, Thailand, South Africa, Turkey, South Korea, Ecuador, Nigeria, and Kenya.
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