{"id":2811,"date":"2026-07-30T04:35:50","date_gmt":"2026-07-30T04:35:50","guid":{"rendered":"https:\/\/americanhomejournals.com\/?p=2811"},"modified":"2026-07-30T04:35:50","modified_gmt":"2026-07-30T04:35:50","slug":"your-screentime-on-instagram-is-growing-thanks-to-metas-ai-push","status":"publish","type":"post","link":"https:\/\/americanhomejournals.com\/?p=2811","title":{"rendered":"Your screentime on Instagram is growing, thanks to Meta’s AI push"},"content":{"rendered":"
\n

If you can’t seem to get off your Instagram scroll, it is not an accident.<\/p>\n

During Meta’s second-quarter earnings call on Wednesday, CEO Mark Zuckerberg said that global timespent on Instagram grew by double digits year over year this quarter, “largely driven by improvements to our feed and Reels recommendations.”<\/p>\n

Read more Whatnot is in talks to raise a new funding round at a $20 billion valuation<\/a><\/p>\n

“Our recommendations are also becoming more personalized, surfacing more fresh content while giving people more direct control over what they see,” Zuckerberg said, adding that Instagram reels combined “faster inference with a new architecture that draws on deeper user history to improve predictions.”<\/p>\n

“This drove a 15 basis point increase in sessions on Instagram, with particular strength in reshares and time spent, which are both strong indicators of better content-to-user matching,” Zuckerberg added.<\/p>\n

According to Zuckerberg, recommendations are trained through automatically feeding every public Reel and post on Instagram to an LLM and analyzing them for topics and tone, which he called “a key building block toward greater personalization.”<\/p>\n

“And we’re working towards including more surfaces on Facebook as well,” Zuckerberg said.<\/p>\n

Read more Meta\u2019s AI bets are swallowing almost all its free cash flow<\/a><\/p>\n

Zuckerberg’s comments came weeks after the company launched Muse Image in early July, which lets users create AI-generated images from photos on public Instagram accounts of people over 18. By default, eligible public accounts were included without prior notice, triggering a privacy backlash that led to the generation function being shut down in less than a week.<\/p>\n

Users could prevent Meta’s AI from accessing\u00a0visual content\u00a0by going to Instagram’s Settings, opening the Share and Reuse section, and switching off the option that lets Meta access photos and videos. There was no such option for text, comments, or audio.<\/p>\n

The algorithms have been central to multiple lawsuits filed by more than two dozen states that alleged that Meta designed its products to be addictive to teenagers and children. <\/p>\n

During the call, Meta CFO Susan Li said the company expects continued “scrutiny on youth-related issues in several markets” and has “a number of youth-related trials scheduled for this year,” which could result in financial losses. The company reported $2.40 billion of charges “related to legal proceedings.”<\/p>\n

Read more Mark Zuckerberg\u2019s \u2018AI is great, really\u2019 PR campaign is in full swing. Here\u2019s a better idea.<\/a><\/p>\n

Meta did not immediately respond to a request for comments.<\/p>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

Mark Zuckerberg said that Instagram recommendations are “becoming more personalized” due to AI, which has led to increased time spent on the app.<\/p>\n","protected":false},"author":1,"featured_media":2810,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-2811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech"],"yoast_head":"\nYour screentime on Instagram is growing, thanks to Meta's AI push - American home journals<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/americanhomejournals.com\/?p=2811\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your screentime on Instagram is growing, thanks to Meta's AI push - 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