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When conversations become data - and data becomes part of personalization
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Meta has announced that starting December 16, the company will begin using users’ AI conversations as input for personalizing content and ads across Facebook, Instagram, and other platforms.
The change means that interactions with Meta AI, both through text and voice, will now be used together with existing data points such as likes, followers, and interests to create more relevant recommendations and advertisements.
Users were informed about the update on October 7, but were not given the option to opt out. Meta also stated that information about religion, health, sexuality, and political views will not be used for advertising purposes.
“People’s interactions simply are going to be another piece of the input that will inform the personalization of feeds and ads,” said Christy Harris, privacy policy manager at Meta.
The rollout will begin globally on December 16 and will gradually expand, though not in the EU, the United Kingdom, or South Korea. Meta’s initiative marks a new step in the use of AI interactions as a data source, an area that continues to evolve and attract both technological interest and regulatory scrutiny.
While several technology companies are working to leverage AI for more personalized communication, Meta’s move demonstrates how AI conversations can be integrated into existing data models to create more contextual and relevant experiences across platforms.
At the same time, it raises important questions about transparency, control, and user involvement, topics that are central to many companies’ efforts to ensure the responsible use of data and artificial intelligence.
AI should create value, not just activity. At ZRM, we closely follow this development because it illustrates a broader shift in how companies use AI: from experiments and isolated solutions to operational systems where data and interactions are directly applied to improve customer experiences and decision-making processes.
For us, it’s not about taking a stance on specific technologies, but about understanding how AI can create real value for the user. That happens when technology:
ZRM works with AI solutions that are grounded in each company’s own data and processes, always with a focus on security, documentation, and business value. Our approach is not about extracting as much data as possible, but about using the right data for the right purposes.
Meta’s update illustrates how AI is increasingly becoming an integrated part of the user experience. The same principle applies to businesses, where AI is moving from pilot projects to operations – from idea to implementation.
When AI becomes part of core processes, success is not only about the precision of the technology, but about how it is applied to create value, efficiency, and insight.
At ZRM, we believe the next phase of AI development is about building trustworthy, value-driven systems where data is used with respect for both the user and the business.
We closely follow developments in technology and share selected news that may impact how companies work with CRM, AI, and digitalization.
We’ve Been There Ourselves: Scaling businesses from idea to exit – and witnessing how the right IT systems can make the difference between chaos and control, stagnation and growth. With backgrounds in venture capital, entrepreneurship, and IT, we’ve seen firsthand what works in practice – and what gets in the way. That’s why we build solutions that not only organize data but drive real progress.
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Here, Magnus – one of our leading specialists in CRM systems and digital strategy – shares expert knowledge through news updates, newsletters, industry insights, and practical guides on how businesses can optimize workflows and drive growth with innovative software solutions.
Et CRM-system (Customer Relationship Management) er en softwareløsning, der hjælper virksomheder med at organisere, spore og optimere deres interaktioner med kunder og leads. Det centraliserer kundedata og muliggør en mere personlig og struktureret tilgang til kundehåndtering, hvilket kan forbedre både salgsresultater og kundetilfredshed.
CRM-systemer reducerer behovet for manuelle opgaver ved at automatisere processer som opfølgninger, datarapportering og kundekommunikation. Det giver alle afdelinger adgang til opdaterede data, så de arbejder ud fra samme grundlag, hvilket forbedrer intern kommunikation og beslutningsdygtighed.
CRM-data giver indsigt i kundeadfærd, salgsmønstre og markedsudvikling. Ved at analysere disse data kan du:
• Forudsige salgstendenser
• Tilpasse din salgsstrategi
• Forbedre kundeoplevelsen
ZRM’s CRM-platform hjælper dig med at udnytte CRM-data optimalt, så du kan træffe bedre forretningsbeslutninger.
En CRM-specialist kan:
• Vejlede dig i valg og opsætning af din CRM-løsning
• Optimere dine CRM-tools for maksimal effektivitet
• Udvikle en skræddersyet CRM-strategi til din virksomhed
ZRM’s CRM-specialister hjælper dig med at sikre, at dit CRM-system arbejder optimalt fra dag ét.
Ja, CRM-systemer som Zoho CRM er ideelle til både små og store virksomheder. De tilbyder fleksible løsninger, så mindre virksomheder kan starte med et grundlæggende setup og udvide funktionaliteten, i takt med at behovene vokser.
De vigtigste funktioner afhænger af din virksomheds behov, men typiske CRM-funktioner inkluderer kontaktstyring, automatisering af arbejdsopgaver, pipeline-administration, datavisualiseringer, realtidsrapportering og integrationer med andre systemer.
Med et CRM kan kundeserviceteamet tilgå komplet kundehistorik, hvilket muliggør en hurtig og personlig håndtering af forespørgsler. Det kan også automatisere opfølgning og sende påmindelser, hvilket forbedrer responsen og styrker kundetilfredsheden.
Ja, de fleste moderne CRM-systemer, inklusiv Zoho CRM, har åbne API’er og integrationsevner, der gør det muligt at forbinde dem med økonomisystemer, e-mail-marketingværktøjer, kalendere og mange andre platforme. Dette skaber en mere effektiv informationsstrøm og fjerner siloer mellem afdelinger.
CRM-systemer kan analysere historiske data og identificere tendenser, som hjælper med at forudsige fremtidig efterspørgsel og salgsudvikling. Med denne indsigt kan virksomheder planlægge deres ressourcer og tilpasse marketingindsatserne proaktivt.
Prisen på et CRM-system kan variere afhængigt af kompleksitet, antal brugere og tilvalgte funktioner. Nogle CRM-systemer tilbyder gratis versioner med basale funktioner, mens andre har abonnementsplaner med priser baseret på funktionalitet og antal brugere. Det er værd at overveje både omkostninger til licenser og potentielle integrations- og supportomkostninger.
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