Meta adds new AI controls to help Instagram users shape their Reels feed

Instagram is rolling out a new AI-powered feature that lets users see and directly influence the algorithm behind their Reels recommendations, marking one of Meta’s most deliberate moves toward transparency.

The feature, called “Your Algorithm,” sits at the top right corner of the Reels interface. When tapped, it reveals the topics Instagram believes a user is interested in, based entirely on what users see and how they directly influence activity and viewing patterns. Users can then tell the system what they want more or less of, prompting live adjustments to the feed.

Meta said the tool was built to give people clearer control as their interests evolve over time, adding that it wants users to “shape what they see” instead of leaving everything to automated systems.

Growing pressure for transparency

Social platforms are facing mounting scrutiny from regulators over the opaque nature of algorithmic content ranking. Critics warn that the systems can amplify harmful topics, build echo chambers, or disproportionately push attention-grabbing content.

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Despite that pushback, tech companies typically treat recommendation algorithms as core intellectual property and have historically resisted opening them up. Meta says this feature signals a shift and claims Instagram is “leading the way” in offering users visibility into how their interests are interpreted.

Expansion beyond Reels already planned

The new tool gives users a summary of their top interests and also lets them enter new topics manually for more targeted recommendations. Meta plans to extend the feature to Explore and other surfaces across the app after initial testing.

It launched on Wednesday for users in the United States and will expand globally in English soon, according to the company.

The rollout comes days after Australia introduced a world-first ban preventing people under 16 from using major social media platforms, including Instagram. Regulators there said the move was to “take back control” from tech companies and protect children from “predatory algorithms.”