The evolution of technology has brought with it an unprecedented capacity to collect, analyse, and monetise personal data. Today, big data and surveillance have become entrenched in both the private and public sectors, with companies that most effectively exploit user monitoring often reaping greater profits.
Meta’s New Update
In light of this, Meta has recently unveiled plans to use information from users’ chats with AI chatbots embedded in Facebook, Instagram, and Messenger to personalise ads and content across its platforms. This is set to go into effect on December 16.
“We will start personalizing content and ad recommendations on our platforms based on people’s interactions with our generative AI features,” the company wrote in its press release announcing the move.
The update signals much more tailored content, including posts and reels, appearing on users’ Facebook and Instagram feeds based on their interactions with Meta AI. However, sensitive information regarding topics like users’ religious or political views, sexual orientation, health, racial or ethnic origin, philosophical beliefs, or trade union membership will not be used for content personalisation, Meta says.
The tech giant has begun notifying people about this update on October 7 via in-product notifications and emails. Meta AI users, of which there are a billion globally every month according to the company, will not have the option to opt out once this update has been rolled out.
Personalisation vs. Privacy
Considering this, Meta may be treading a very blurred line between enhanced data analytics and excessive surveillance. The formation of echo chambers and censorship may be causes for concern as well.
With this update, Meta can collect and analyse even more information to get a better understanding of its users. This means that the ads and content that people come across will be significantly more relevant, tailored to them based on their digital interactions, preferences, and queries.
The company says this will “improve people’s experience,” explaining that “[m]any people expect their interactions to make what they see more relevant.”
The Echo Chamber Effect
The new update could create a cyclical system within people’s algorithms. This may lead to the creation of “echo chambers,” where the content users consume perpetually reinforces their pre-existing beliefs.
This feedback loop may then limit users’ exposure to diverse perspectives.
Censorship and Self-Censorship
Censorship may be another significant concern for many users. Knowing that their interactions with Meta AI will be closely monitored and utilised may alter the way people rely on the system.
For example, users may become more cautious when using Meta AI and engage in self-censorship, avoiding certain topics or keywords. This shift in behaviour may compromise the authenticity of digital interactions on Meta platforms.
Subsequently, open discourse and self-expression may become more limited, and opinions more streamlined. This may defeat the purpose of such digital spaces, which often serve as a site for public discussions and the exchange of different views.
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Ethical Concerns
Emily Bender, a linguist at the University of Washington, told Fortune, “They’re already farming your clicks and posts to target ads. Now they’re mining your conversations with chatbots. The obvious next concern is whether the chatbot itself will start nudging people to disclose information that makes them more targetable.”
For Meta, which prides itself as a company that fosters connections and promotes meaningful interactions, this update will certainly provide a deeper insight into its users. For Meta users, it raises serious questions about surveillance ethics and data privacy. Shouldn’t people have another way to decline data collection, beyond simply avoiding Meta AI altogether?
In an era where digital surveillance has permeated most, if not all, online platforms, it is crucial for users to develop sufficient media literacy skills to stay vigilant and responsible for their own privacy. At the same time, companies must ensure that they remain ethical and comply with regulations, taking into account transparency, accountability, and user agency.
Editor’s Note: The opinions expressed here by the authors are their own, not those of Impakter.com — In the Cover Photo: Man standing in Times Square, surrounded by ads on screens Cover Photo Credit: Joshua Earle.
