Meta says its new AI feature won't be used for targeted ads, but experts still have concerns. When people upload personal photos or videos—even if they agree to it—it's unclear how long that data is kept or who can see it. Since the processing happens in the cloud, there are risks, especially with things like facial recognition and hidden details such as time or location.

Even if it's not used for ads, this kind of data could still end up in training datasets or be used to build user profiles. It's a bit like handing your photo album to an algorithm that quietly learns your habits, preferences, and patterns over time.

Last month, Meta began to train its AI models using public data shared by adults across its platforms in the European Union after it received approval from the Irish Data Protection Commission (DPC). The company suspended the use of generative AI tools in Brazil in July 2024 in response to privacy concerns raised by the government.