Posted Jul 30, 2026 at 9:44 AM UTCJExternal LinkMeta’s AI algorithm is keeping us on Instagram.In Meta’s latest earnings call, Mark Zuckerberg said that time spent on Instagram globally this quarter has increased by “double digits year-over-year,” largely driven by improvements to its AI-powered recommendations algorithm that keep people hooked. The proclamation comes amid concerns (and legal battles) around Instagram’s “addictive” design.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Jess Weatherbed
Meta’s AI algorithm is keeping us on Instagram.
In Meta’s latest earnings call, Mark Zuckerberg said that time spent on Instagram globally this quarter has increased by “double digits year-over-year,” largely driven by improvements to its AI-powered recommendations algorithm that keep people hooked. The proclamation comes amid concerns (and legal battles) around Instagram’s “addictive” design. [Link: Your screentime on Instagram is growing thanks to Meta's AI push | https://www.businessinsider.com/screentime-on-instagram-is-growing-meta-personalization-ai-push-2026-7 | Business Insider]
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