Meta restarts Europe AI data grab after opt-out U-turn

Tech giant Meta is rebooting its scheme to train its AI models on the data of both UK and EU consumers, nearly 12 months after it was forced to pause the process following mass complaints over customers’ ability to opt out.

The Facebook, WhatsApp and Instagram owner had initially claimed that it had a “legitimate interest” that overrode data protection principles; a claim that the Irish Data Protection Commissioner had accepted.

However, NOYB, the privacy group backed by Austrian campaigner Max Schrems, filed 11 separate complaints around the EU which flagged up that the move was potentially in breach of GDPR. The Irish DPC then had a change of heart.

Even the UK Information Commissioner’s Office waded in, claiming that Meta had reflected on its concerns from UK users, insisting the company had responded to the ICO’s request to pause and review plans.

However, Meta has now said it will begin training its AI models on the public content shared by adults across its platforms, including posts and comments, as well as the interactions people have with Meta AI, the chat function launched across the EU last month.

Meta insists its AI could be taught to ‘better understand’ and reflect EU countries diverse cultures, languages and history, claiming this would help the company support millions of people and businesses across the continent.

Beginning this week, users will start receiving notifications, via app and email, to explain the data use, including a clear opt-out link for those who don’t want their data used in training the firm’s AI. Meta also committed to honouring all the objection forms it had already received.

In a blogpost Meta explained: “We believe we have a responsibility to build AI that’s not just available to Europeans, but is actually built for them.

“That’s why it’s so important for our generative AI models to be trained on a variety of data so they can understand the incredible and diverse nuances and complexities that make up European communities.

“That means everything from dialects and colloquialisms, to hyper-local knowledge and the distinct ways different countries use humour and sarcasm on our products.”

NOYB has yet to comment.

Meta restarts Europe AI data grab after opt-out U-turn

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