Is Instagram listening to you? Adam Mosseri sets the record straight
The Instagram head shuts down the long-running myth. But, with AI-driven recommendations on the horizon, are we in for something more unsettling?
The-long running rumour
The idea that our phones are listening to us in one way or another isn’t new. We’ve all been there. One moment you’re chatting with a friend about a new pair of trainers, and the next time you’re scrolling on Instagram an ad for it appears. It’s no wonder why so many people believe our phones are secretly listening to us.
The theory has been around for years, sparking endless conversations. But this week, Instagram head Adam Mosseri decided to tackle it head-on.
Mosseri says no
Posting directly to Instagram, Mosseri admitted that even his wife has asked whether the app is eavesdropping. His answer? A clear, simple, and expected no.
He first details how it would be a “gross violation of privacy” for the company to do so, before pointing out the obvious: modern devices show an indicator light whenever your mic (or camera) is active. If Instagram were really listening, you’d notice.
So why do ads feel spot on?
If Instagram isn’t secretly listening to us, why do the ads still feel so creepily accurate? In an attempt to further persuade people that Instagram isn’t listening, Mosseri shared a few possible explanations:
- Instagram works with advertisers: If you’ve searched for something, companies share that info with Meta (who owns Instagram), paying them to target you with relevant ads.
- Interest-based recommendations: Instagram suggests ads based on your online interests and what similar people with similar interests engage with.
- You actually saw the ad first: Sometimes it might actually work the other way around. We might subconsciously notice an ad when quickly scrolling, before talking about the product later. That makes it feel like the app is following our conversations.
- Pure chance: And sometimes… it’s just coincidence.
In other words: Instagram’s ad tech is powerful, but it’s not listening.
The bigger picture
Even if Instagram isn’t listening in, advertising on the platform is about to get even smarter. According to TechCrunch, Meta is rolling out a new privacy policy on December 16 that allows it to use data from people’s interactions with its AI tools to fuel ad targeting.
That means future ads could feel even more in tune with your conversations- not because Instagram is listening, but because AI will craft an image of you based on your interactions with it.
So, is Instagram listening?
The short answer, no. Adam Mosseri has made that clear, whether it’s coincidence, advertiser data or based on your interests. Regardless, it’s likely that Instagram ads will continue to feel like they’re listening in.