If you can’t seem to get out of your Instagram scroll, it’s no accident.

During Meta’s second-quarter earnings call on Wednesday, CEO Mark Zuckerberg said global time Spending on Instagram grew by double digits year-over-year this quarter, “largely driven by improvements to our Reels feed and recommendations.”

“Our recommendations are also becoming more personalized, showing newer content and giving people more direct control over what they see,” Zuckerberg said, adding that Instagram Reels combines “faster inference with a new architecture that relies on deeper user history to improve predictions.”

“This drove a 15 basis point increase in sessions on Instagram, with particular strength in shares and time spent, which are strong indicators of better content-user matching,” Zuckerberg added.

According to Zuckerberg, recommendations are trained by automatically feeding every public Reel and post on Instagram to an LLM and analyzing them for themes and tone, which he called “a key component toward greater personalization.”

“And we’re also working to include more surfaces on Facebook,” Zuckerberg said.

Zuckerberg’s comments came weeks after the company launched Muse Image in early July, which allows users to create AI-generated images from photos on public Instagram accounts of people over 18. By default, eligible public accounts were included without warning, sparking a privacy backlash that led to the shutdown of the spawn feature in less than a week.

Users can prevent Meta’s AI from accessing visual content by going to Instagram Settings, opening the Share and Reuse section and turning off the option that allows Meta to access photos and videos. There was no such option for text, comments or audio.

The algorithms have been central to multiple lawsuits filed by more than two dozen states alleging that Meta designed its products to be addictive to teenagers and children.

During the call, Meta CFO Susan Li said the company expects “continued scrutiny of youth-related issues in various markets” and has “a number of youth-related trials scheduled for this year,” which could result in financial losses. The company reported $2.4 billion in charges “related to legal proceedings.”

Meta did not immediately respond to a request for comment.