Instagram Introduces ‘Your Algorithm’, an AI Tool That Lets Users Control Their Reels Feed

Instagram has rolled out a new AI-powered feature called “Your Algorithm,” giving users the ability to view and directly customise the recommendations that shape their Reels feed. The update marks one of the platform’s most significant steps toward transparency at a time when regulators worldwide are demanding more accountability from social-media companies.

What the New Feature Does

The “Your Algorithm” icon appears in the upper-right corner of the Reels tab. Once opened, it displays a list of topics Instagram believes the user is interested in, based on their viewing patterns.

Users can now increase or decrease how much of each topic they want to see, with changes reflected instantly in their Reels feed. Instagram also allows users to search and add specific subjects, giving more granular control over content preferences.

According to Meta’s blog post, the tool enables people to explicitly signal what they want “more” or “less” of, moving away from the traditional black-box style recommendation system that has long been criticised for shaping echo chambers and boosting potentially harmful content.

Why Instagram Is Making This Change

Global scrutiny around algorithmic systems has intensified, particularly around how they influence young users and vulnerable communities. Governments and advocacy groups have been urging platforms to offer clearer controls over automated recommendations.

Instagram positioned the new feature as a step towards deeper user connection, noting that feeds should adjust to evolving interests and provide “more meaningful ways to control what you see.”

Alongside the United States rollout, the update is set to expand to more markets soon, starting with global English-language users.

The Larger Context: Policy Pressure and Global Trends

The launch comes at a time when countries are revisiting how algorithms operate. Australia recently became the first nation to ban users under 16 from apps like Instagram, saying the move was intended to take back control from “predatory algorithms” and reduce risks for minors.

In this environment, Meta is positioning itself as proactive, stating that Instagram is “leading the way” by offering transparency and user-led adjustments within automated systems.

What’s Next for Instagram

Instagram confirmed that “Your Algorithm” will expand beyond Reels, soon appearing in the Explore tab and additional surfaces across the app. As the platform leans more heavily into AI-native features, this tool may become central to how users interact with personalised content.

The feature signals a shift in how social platforms balance engagement goals with growing global expectations for responsibility, visibility and user agency.