A key challenge for enacting digital responsibility is that it entails orchestrating, creating, and distributing duties and obligations among diverse and loosely connected stakeholders of different stature. One of the criticisms leveled at Big Tech is that they are adept at reframing their duties and obligations, either through wilful blindness or in ways that reinforce their platform status, reproducing path dependencies. In this study, we attempt to understand the above by using a processual approach, wherein we analyse a longitudinal qualitative dataset gathered from thirty-eight earnings conference calls. We focus our grounded analysis on a major Big Tech company, Meta, examining how respondents position the firm’s responsibilities in relation to key developments, such as the launch of regulatory regimes, advances in privacy preserving technologies, and salient major events like litigation, elections and the pandemic. We consider whether Meta’s framing and reframing of their narrative about privacy provides insight into digital responsibilities. We conclude by asking whether Meta is setting up a path dependency by embedding AI as a ‘technical solution’ to regulatory pressure or offering enterprising opportunities for data responsibility through path creation, in other words will this be privacy taking or privacy making?