Meta has announced changes to how it uses activity data shared by external businesses, expanding the role of that information beyond advertising to include content recommendations and artificial intelligence-powered experiences across its platforms.

The update will allow Meta to use information already provided by businesses, such as purchases made on e-commerce sites, apps used, or online activities, to personalise not only advertisements but also content shown in users’ feeds and responses generated by its AI systems.

The move reflects Meta’s broader strategy of integrating AI more deeply into its ecosystem while leveraging its vast data infrastructure to deliver increasingly personalised user experiences. The company says the changes will affect more than 3.5 billion people who use its apps and services globally.

As part of the update, Meta is simplifying its privacy controls by retiring the “Your Activity Off Meta Technologies” setting, which currently allows users to disconnect activity shared by third-party businesses from their Meta accounts. In its place, the company is expanding the capabilities of its existing “Activity from Other Businesses” setting, giving users a single location to manage how such data is used for personalisation.

According to Meta, users will retain control over whether their off-platform activity data can be used to tailor experiences. Those who opt in may receive more relevant advertisements, content recommendations and AI-generated responses. Users who choose not to allow the data to be used will still see ads and content, but they may be less personalised.

Meta emphasised that the update does not involve collecting new categories of information. Instead, it broadens how existing data shared by businesses is utilised across the company’s products. For example, a user who recently purchased camping equipment online may see more outdoor-related content in their feed or receive AI recommendations aligned with those interests.

The announcement highlights a growing trend among technology companies to use behavioural data to enhance AI-driven personalisation. It also raises fresh questions around transparency, consent and the evolving role of personal data in shaping AI-powered digital experiences.