Already used for political ends, no?
Didnt Brexit and US presidential elections show how FB was used to target voters' racism -
"Facebook was the key to the entire campaign, Wigmore (Andy Wigmore, Leave.EU’s communications director) explained. A Facebook ‘like’, he said, was their most “potent weapon”. “Because using artificial intelligence, as we did, tells you all sorts of things about that individual and how to convince them with what sort of advert. And you knew there would also be other people in their network who liked what they liked, so you could spread. And then you follow them. The computer never stops learning and it never stops monitoring.”"
Merely targeting keywords in user profiles is simple, the articles above suggest more sophisticated targeting. Facebook are themselves busy spinning their 'AI' capabilities to all kinds of clients.