Remember how we all thought our phones were listening to our conversations, but had no proof? Well, now we do. The long-held suspicion has been proven true after a marketing agency confirmed that smartphones contain software that listens to users. The company, whose clients include Google and Facebook, admitted that it uses the phone’s microphone to collect information. This means that when you were talking to your mother about buying a coffee maker, your phone was listening too. And then it rained ads telling you where to buy it. You let it go, thinking that maybe you Googled it. But that’s not the case. The report, published by 404 Media, found that it’s not just what you search for, but also what you say near your phone that triggers the ads.

What is active listening software?

According to a report, Cox Media Group, a major player in television and radio news, revealed in a presentation to investors that its Active Listening technology uses AI to collect real-time data on user intent by monitoring and analyzing conversations, and effectively listening to discussions to gather insights. The company further wrote in the pitch deck that this technology enables advertisers to combine voice data with behavioral data, allowing them to precisely target consumers who are actively considering making a purchase, providing a powerful tool for targeted advertising.

According to the report, the company also claimed that this technology helps collect the data trail that consumers leave behind “about their conversations and online behavior.” It notes that the AI-powered software collects and analyzes “behavioral and voice data from more than 470 sources.”

This is the third time in a year that 404 Media has exposed the shady Active Listening software. In December, the company exposed the marketing firm for promoting the invasive technology on its podcast. Read more about the case in December here . Not only that, it also shed light on Cox Media Group’s secret Active Listening feature, drawing attention to the potentially disturbing practice of monitoring and exploiting user conversations for data.

Meta and Amazon have taken action

The recent leak has created a domino effect. Since Meta and Amazon are directly related to the marketing company, both have decided to take the matter into their own hands. The details have prompted Meta to conduct a thorough review and analysis of the agency’s terms of service to determine whether they have collected and used user data without explicit consent, potentially violating their contractual obligations and jeopardizing user trust.

On the other hand, Amazon denied any involvement in the marketing agency’s data privacy debacle and made it clear that it has no intention of working with the agency. It also issued a stern warning, stating that it will take swift legal action if it finds any of its partners have violated its terms of service, stressing its commitment to protecting user data and upholding standards.

According to them, Cox Media Group once stated in a now-deleted post that users agree to Active Listening technology every time they download a new app. It said: “We know what you’re thinking. Is this even legal? It is legal for phones and devices to listen to you. Whenever a new app download or update asks consumers for a multi-page Terms of Use agreement somewhere in the fine print, Active Listening is often included.”

It is argued that the existence and use of listening software is typically hidden in the complicated and often overlooked terms of use that users quickly agree to when installing a new app or updating an existing one, allowing the software to be deployed without explicit consent.