> As far as anyone could understand, the proposed CMG system wasn't listening through a phone's microphone 24/7, instead it was using those small slivers of voice data that are recorded and uploaded to the cloud in the moments after you activate your voice assistant with a "Hey Google" or "Hey Siri" command.

That's not quite accurate. The CMG thing was very clearly a case of advertising sales people getting over-excited and thinking they could sell vaporware to customers who had bought into the common "your phone listens to you and serves you ads" conspiracy theory. They cut that out the moment it started attracting attention from outside of their potential marks. Here's a rant about that I originally posted as a series of comments elsewhere: https://simonwillison.net/2024/Sep/2/facebook-cmg/

The "Hey Google" / "Hey Siri" thing is a slightly different story. Apple settled a case out of court for $95m where the accusation was that snippets of text around the "Hey Siri" wake word had been recorded on their servers and may have been listened to by employees (or contractors) who were debugging and improving Siri's performance: https://arstechnica.com/tech-policy/2025/01/apple-agrees-to-...

The problem with that lawsuit is that the original argument included anecdotal notes about "eerily accurate targeted ads that appeared after they had just been talking about specific items". By settling, Apple gave even more fuel to those conspiracy theories.

I wrote about this a few months ago: https://simonwillison.net/2025/Jan/2/they-spy-on-you-but-not... - including a note about that general conspiracy theory and how "Convincing people of this is basically impossible. It doesn’t matter how good your argument is, if someone has ever seen an ad that relates to their previous voice conversation they are likely convinced and there’s nothing you can do to talk them out of it."

... all of that said, I 100% agree with the general message of this article - the "truth is more disturbing" bit. Facebook can target you ads spookily well because they have a vast amount of data about you collected by correlating your activity across multiple sources. If they have your email address or phone number they can use that to match up your behaviour from all sorts of other sources. THAT's the creepy thing that people need to understand is happening.