The world's largest social network unveiled last week a set of features to give its nearly half-billion users better control over what data they share with the public.
But Zuckerberg said pushing the boundaries on other aspects of Facebook, such as a new "instant personalization" feature that automatically shares users' personal data with websites like Pandora and Yelp, was part of what made Facebook such an innovative company.
"I don't know if we always get it right," Zuckerberg told the All Things Digital conference on Wednesday. "But my prediction will be that a few years from now, we'll look back and wonder why there was ever this time when all these websites and applications ... weren't personalized in some way."
Facebook is increasingly challenging more established Internet players like Yahoo Inc and Google Inc for consumers' online time and for ad dollars, even as it tries to strike a delicate balance between protecting privacy and promoting social sharing by its users.
The 26-year-old Zuckerberg, who co-founded Facebook in a Harvard dorm room in 2004, was asked if he expected to remain CEO if the company went public. Zuckerberg said he did, adding that he doesn't "think about going public ... much."
He said he did not have a date in mind for a potential IPO.
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