Monthly brandtech blend - May 2025

Meta deploys Meta AI as a stand-alone app

After integrating Meta AI into its social media platforms, like WhatsApp, Instagram, Facebook, and Messenger, Meta has launched a stand-alone Meta AI app, which aims to provide users with a personalized AI experience similar to ChatGPT. Currently, the app is available in the U.S. and Canada, and users can enhance their experience by providing additional personal information for future interactions. Notably, the app features a Discover feed that allows users to share their AI interactions with friends, fostering a social aspect to the experience. For instance, users can ask the AI to describe them in a series of emojis and share the results. 

While this feature may encourage trends in Generative AI, it also raises concerns about data privacy, as Meta's business model heavily relies on user data for targeted advertising. As with all LLMs, users must be cautious about the personal information they share, as it could be used to enhance Meta's advertising capabilities at a later date.

More info at TechCrunch.

… And plans to train its models on user posts and comments

Starting May 27, Meta will begin utilizing public posts and comments from its European users to train its GenAI models – unless users choose to opt out of Meta’s data collection initiative. This means that content from platforms like Facebook and Instagram, including photo captions and comments, could be used to enhance Meta's AI capabilities. Users will receive notifications about this policy change and will have the opportunity to opt out before the deadline. Meta has emphasized that while it will use public content, it will not apply these changes to users under 18 or to private messages. 

This initiative is a crucial part of Meta’s plan to prioritize AI development, with planned investments between $60 to $65 billion this year (mainly to build necessary infrastructure such as data centers and servers). This move aligns with the broader trend among tech giants to enhance their AI offerings with user-generated content as they attempt to compete with successful models like ChatGPT.

Read more at Fortune.

Millions of Europeans rely on ChatGPT search every month

Lately, OpenAI's ChatGPT search has seen significant growth, increasing from 11.2 to 41.3 million average monthly users in the EU between October and March – nearly a 4x rise. This evolution also means that ChatGPT search is fast approaching the EU's threshold of 45 million monthly active users, which will lead it to be classified as a "very large online platform" under the Digital Services Act (DSA). This change in classification would subject it to increased regulatory scrutiny. 

It is important to note that while ChatGPT's growth is notable, it still pales in comparison to Google's reach, being approximately 373 times smaller. This disparity shows that while ChatGPT search is emerging as a new channel for visibility and discoverability, it is far from replacing the dominance of Google when it comes to search. Still, brands and businesses should be aware of how their content may be represented in AI-generated responses as this new search channel continues to develop.

For more information, check Search Engine Land.

No user-choice prompt for third-party cookies on Chrome

Google has decided not to implement a planned user choice mechanism for third-party cookies in its Chrome browser. Anthony Chavez, Google's Privacy Sandbox VP, asserted that while the stand-alone prompt was effectively scrapped, users could continue to manage their cookie preferences through Chrome's existing Privacy and Security Settings. This decision marks a return to the situation prior to Google's initial plans to phase out third-party cookies, which had been in the works since 2019. The change comes after mixed feedback from various stakeholders, including publishers and advertisers, who expressed concerns about their ability to collect data for personalized advertising without said cookies.

This decision also coincides with ongoing legal challenges facing Google, including a recent ruling that found the company maintains illegal monopolies in online advertising technology. While Google plans to enhance privacy protections in Chrome's Incognito mode and continue investing in the Privacy Sandbox APIs, the future of the initiative remains uncertain. Chavez indicated that the role of the Privacy Sandbox may evolve, and the company will seek industry feedback to draw a revised roadmap for these technologies in the coming months.

Read more at Reuters and AdExchanger.