Instagram head, Adam Mosseri, has once again stepped in to address one of the most persistent rumors about the social media giant. In a video message, he firmly denied that Instagram or its parent company Meta uses smartphone microphones to listen in on private conversations for the purpose of delivering targeted ads.
The statement comes after years of speculation from users who have long complained about what they describe as “creepy coincidences.” Many have claimed that conversations about a product or service, even without searching for it online, seemed to result in ads for the same product appearing shortly afterward on their feed. These anecdotes have fueled a popular belief that the platform must be secretly eavesdropping.
Mosseri dismissed the theory, explaining that advertising accuracy on Instagram is a function of advanced artificial intelligence systems that analyze user activity. According to him, AI has reached a point where it can predict consumer interests with striking accuracy simply by looking at browsing habits, app engagement, and other digital behavior. “We are not listening to your microphone,” he emphasized, while adding that AI makes such surveillance unnecessary.
His comments reflect a growing effort by Meta to tackle misinformation about its practices. The company has faced questions about transparency and accountability for years, particularly since the Cambridge Analytica scandal in 2018 brought global scrutiny to the way personal data was handled. While regulators have tightened oversight and governments worldwide are implementing stricter data privacy laws, user suspicion remains high.
Mosseri’s statement is also significant in light of the rapid expansion of artificial intelligence in digital marketing. Today’s advertising models are fueled by data-driven insights that help predict preferences and optimize campaigns in real time. By analyzing seemingly unrelated signals, these algorithms can build detailed profiles of individuals, which often makes the predictions feel uncanny to users. This has contributed to the widespread perception that social platforms must be listening to conversations when in fact they are relying on behavioral data and predictive AI.
Privacy experts argue that even if microphones are not being used, the sheer power of these predictive systems raises its own set of concerns. The ability of AI to anticipate user needs and interests has led to questions about how much autonomy consumers truly have in making purchasing decisions. The line between personalization and manipulation is becoming increasingly blurred, prompting calls for clearer disclosure about how these systems operate.
Consumer advocacy groups have also pointed out that companies like Meta must do more than issue denials. They believe platforms need to simplify their communication around data practices and give users greater control over how their information is collected and used. For many users, the technical explanations of algorithmic predictions do little to reassure them, especially when the end result feels indistinguishable from surveillance.
Still, Mosseri’s remarks highlight the company’s reliance on artificial intelligence as a key driver of its advertising business. AI not only supports targeted ads but also powers recommendations, content moderation, and platform safety. For advertisers, the promise of reaching audiences with greater precision is valuable. For Meta, whose revenue is heavily dependent on digital advertising, maintaining confidence in its systems is crucial.
The larger conversation about Instagram’s advertising practices also points to the changing expectations of regulators. In the United States, lawmakers have debated stricter rules around data collection, while the European Union has already implemented the General Data Protection Regulation (GDPR), setting global benchmarks for consent and data security. India, a major market for Instagram, has passed the Digital Personal Data Protection Act, signaling a stronger regulatory environment for platforms operating in the country. These frameworks require companies to be more transparent and accountable, which adds pressure to clarify their practices in the public domain.
For Meta, the challenge is to balance business imperatives with growing scrutiny. Public denial of microphone use may help correct misconceptions, but it does not address the deeper issue of user trust in how AI-driven data collection works. Trust, once eroded, is difficult to rebuild, and platforms like Instagram will need to consistently prove their commitment to ethical use of data.
At a time when artificial intelligence is rapidly transforming digital marketing, the Instagram controversy underscores how public perception often lags behind technical reality. Users interpret the uncanny accuracy of ads as evidence of surveillance, while in truth it reflects the predictive capabilities of data-driven algorithms. Whether this explanation is enough to satisfy a skeptical public remains to be seen.
As AI continues to evolve, platforms will have to do more to educate users on how personalization works and what safeguards exist to protect privacy. For now, Mosseri’s remarks mark an attempt to put to rest one of social media’s longest-running myths. Whether the message resonates will depend not only on words but also on the company’s ability to demonstrate transparency in action.