Meta’s Facebook AI Search and Use of Muse Spark Draw Privacy Complaint

Meta has integrated generative AI search into Facebook, using its Muse Spark model to synthesize information from public posts, Groups and Reels and provide users with consolidated answers. Because the data may also be used for model training and ad personalization, an EU privacy advocacy group alleges that the practice violates the purpose-limitation principle under the General Data Protection Regulation (GDPR). The case could determine whether platforms may repurpose personal data collected for existing uses.

As of July 20, 2026, Meta has formally launched Facebook AI Search, which compiles public information from across the platform and generates summaries. The reliability of its content, source attribution and handling of personal data remain under scrutiny. A complaint has been filed with the EU regulatory system, but no penalty, amount at issue or enforcement timetable has been announced. Meta must also explain the legal basis for using data in model training and ad personalization.