Meta AI Launches in Europe
In this week's Digital Digest, we look at Metas further push into AI with the company's rollout of its AI assistant. Meta AI is being introduced across Europe, but in a cautious, limited manner due to ongoing regulations.
Available within Meta’s platforms like Facebook, WhatsApp, Instagram, and Messenger, Meta AI now supports six European languages: English, French, German, Italian, Spanish, and Dutch
The AI assistant can generate text, answer questions, and provide suggestions across Meta apps, mirroring functionality seen in tools like ChatGPT. It’s embedded in everyday features like search and messages, making it a potentially powerful engagement tool.
Meta are slowly rolling out the AI deployment across the continent due to data privacy concerns raised by European regulators.
The Irish Data Protection Commission (DPC), Meta’s lead regulator in the EU, has flagged issues around how Meta is sourcing and processing user data for training its AI models. This has led to a temporary halt in expanding the rollout while discussions continue between Meta and EU authorities.
While Meta claims it’s committed to a privacy-first approach, regulators are urging caution to ensure compliance with GDPR and transparency around how AI systems are trained and operated—especially when personal data may be involved.
What Does This Mean for Advertisers?
Meta AI’s limited European launch signals both opportunity and caution. On one hand, the integration of AI into Meta’s ecosystem could unlock new, hyper-personalised ad experiences, smarter targeting, and generative creative automation directly within tools advertisers already use.
On the other hand, the regulatory uncertainty reminds advertisers to tread carefully especially when it comes to data handling and user consent.
For now, advertisers should keep a close eye on how Meta’s AI evolves in Europe, test new AI features where available, and prepare for a future where AI-driven brand interactions become the norm but only if privacy is baked in from the start.
Read more here:
https://about.fb.com/news/2025/03/europe-meet-your-newest-assistant-meta-ai/