Meta’s AI in the spotlight – As the tech giant rolls out new AI tools in Europe, users are pushing back to protect their data.
Meta, the tech giant behind Facebook, Instagram, and WhatsApp, is taking another bold step into the world of artificial intelligence, and this time, your personal data is part of the plan. After months of anticipation, Meta has started rolling out new AI features across its platforms in Europe. But alongside the shiny tools and smart suggestions comes a much less glamorous reality: Meta plans to use your public data to train its AI models, whether you like it or not.
For users in the European Union, this has raised serious questions around consent, transparency, and digital privacy. The company has already begun emailing users about the change, notifying them that it will start collecting information from their interactions—posts, comments, captions, and more—to help improve its AI. But there’s a catch: you can say no.
Meta is offering users a way to object, and although it’s not exactly broadcast front and center, the process is surprisingly simple once you know where to look. Users can find a link to Meta’s ‘Right to Object’ form in the email they received from Meta. Once clicked, it takes users to a brief page explaining the change. Scroll to the bottom, hit ‘Object,’ and you’re done. You can also add a short explanation if you wish—though it’s not required. After submitting, you’ll get a follow-up confirmation email stating, “We will honour your objection,” confirming that your data will no longer be used for AI training moving forward—at least not directly.
Despite this option, opting out limits Meta’s access but doesn’t stop it entirely. While Meta insists that the data collection will only involve ‘publicly shared’ content, that doesn’t mean it’s harmless. Once your information is fed into an AI training system, you lose control over how it’s used, stored, or interpreted. Even if you’ve never given explicit permission, Meta could still use posts you’ve commented on or photos you appear in—if someone else shared them. Moreover, even if you opt out, there’s a loophole. Meta says it may still process certain information about you—like a photo where you’re tagged, or a mention in someone else’s post—in the name of developing its AI.
Meta will begin using public content shared on Facebook and Instagram to train its artificial intelligence systems. Users in the European Union have been given a limited opportunity to opt out of the data use. The company, led by Mark Zuckerberg, announced it will start learning from posts, photos, and comments made publicly by users aged 18 and over. Meta AI, the firm’s generative chatbot integrated into WhatsApp, Messenger, and Instagram, will also use public interactions to improve performance.
This update applies to EU users and follows a temporary suspension of a similar project in June 2024 after intervention from the Irish Data Protection Commission. The current version claims to meet EU privacy regulations. Meta stated: “We do not use people’s private messages with friends and family to train our generative AI models. Additionally, public account data from EU citizens under the age of 18 is not used for training purposes.”
The move has raised concerns over user privacy and intellectual property. Any photo, poem, comment, or written expression shared publicly on Meta platforms may now be used to improve Meta’s AI tools. This includes potentially copyrighted material if not specifically protected by the user. Notices have appeared across Facebook and Instagram stating that Meta is enhancing its AI capabilities “for you.” Clicking the notification leads to an informational page. A link embedded within the final paragraph of the page allows users to object to the use of their data.
Users who do not take action will have their public content used in AI development. The opt-out form requires users to be logged in and includes fields to confirm identity and optionally state a reason. Once submitted, requests are processed quickly, often within minutes, according to user reports. Confirmation is sent via email and displayed in the user's account notifications. The opt-out option can also be accessed directly through platform settings. On Instagram, users can go to Settings > Privacy Center to submit the objection. On Facebook, the path is Settings > Privacy & Security > Your Privacy > Privacy Center.
For many users, the concern isn’t about transparency—it’s about the principle of control over your own digital footprint. So if you’d rather not have your social media life turned into machine-learning fuel, now’s the time to take action. It only takes a click—and it could be the most important one you make all year. Meta has also launched a new section in its Privacy Centre explaining how its generative AI systems work and what kinds of data are collected. The company insists its use of personal data is transparent and claims its handling of EU data is more compliant than that of unnamed competitors.
With the rapid advancement of technology and AI, users are increasingly aware of the implications of their digital footprint. The balance between innovation and privacy rights remains a hot topic, and for now, users have a choice to make. As Meta forges ahead with its AI initiatives, the responsibility lies with users to protect their data and assert their rights in the ever-evolving digital landscape.
