Meta is Training its AI with EU user data
Meta just dropped a major update. They’re now resuming AI training using public content from users in the EU. If that sounds familiar, it’s because this plan was paused last year after a bit of a GDPR scuffle. But now? They’ve got the green light.
This move is significant, not just for Meta, but for every marketer, creative, and tech-led brand working across Europe. Here’s why it matters and what we’re thinking at Tilt.
The Comeback: What’s Changed?
Meta says the necessary updates have been made and have gone through the right regulatory channels. According to them, it now meets legal obligations and can resume training with publicly shared content from adults across Instagram and Facebook in the EU.
Here’s the fine print:
Only public posts from adults are being used (so private messages, kids’ accounts, and locked-down content are safe)
Users are being notified about this and given an option to opt out. If you decide opt-out, your data won’t be used
Why This Matters
Meta’s AI ambition isn’t just about chatbots and Reels recommendations. They’re building multi-modal models that generate video, voice, and visuals, and localising those models for each market is key.
In short, they need user dialects, humour, slang, and quirks to make their AI feel more human. If they’re training global models, EU data makes those models smarter, more nuanced, and more useful.
And for brands, that means better targeting, sharper content suggestions, and AI tools that actually understand your audience.
Should We Be Worried?
From a consumer perspective, privacy will always be a sensitive subject, and rightfully so. Opt-out options are great, but they rely on people knowing and understanding what’s happening in the first place.
From a brand and agency perspective, this is a signal. AI is accelerating, and the platforms we build on are evolving in real time. The creative tools, audience data, and personalisation features you’ll be using next month are being trained on today’s user content.
The takeaway is to stay informed, be proactive, and Tilt into transparent data practices in your own campaigns because AI isn’t slowing down.