Key facts
- Meta's AI agent Muse was advertised as capable of tracking Instagram unfollows.
- The advertisement has been removed by Meta.
- Instagram has intentionally not included an 'unfollow tracker' feature.
Meta has removed an advertisement for its AI agent Muse that promoted its ability to track who unfollowed users on Instagram. The ad, which suggested users could 'See who unfollowed you each week,' was flagged by marketing newsletter Link in Bio. A Meta spokesperson confirmed the ad's removal. Instagram has historically avoided offering such a feature, with head Adam Mosseri explaining that it could negatively impact user feelings and overall platform engagement by making users hesitant to unfollow accounts they are no longer interested in, potentially leading to less compelling feeds and reduced time spent on the app. While third-party services exist for this function, Muse's ability to perform it highlights a potential conflict between AI agents designed for efficiency and the nature of social media platforms focused on engagement.