Instagram introduces new AI feature: Details inside

Instagram's newest AI feature, called "Your Algorithm," gives users greater control and transparency over the content recommended in their Reels feed.

Instagram has introduced a new “Your Algorithm” feature that gives users direct control over the Reels content they see. Launched in the US on Wednesday, the tool allows people to view, adjust, and personalize the interests Instagram’s AI assigns to them.

Instagram says its new update will reach more areas of the app over the next few weeks. The feature is designed for users who are annoyed by seeing the same or unrelated Reels. Called “Your Algorithm,” it was first introduced earlier this year and is now available to users in the U.S. in English, with a worldwide release coming soon.

Users will see a new icon two small lines with a heart at the top-right corner of the Reels feed. When tapped, it shows a list of topics Instagram’s AI thinks match the user’s interests. From there, users can add topics they want to see more often and remove ones they don’t like. Instagram says the Reels feed will adjust based on these changes.

There is also a new option that lets users share their algorithm summary directly to their Instagram Story, which is the first time Instagram has offered this kind of transparency. In a statement, Instagram said it wants to help users control what they see as their interests change, starting with Reels. The platform also said improved AI tools will make recommendations even more personalized.

The feature launches in the US today, and more languages will be supported soon. Instagram head Adam Mosseri said users around the world will get the option once the rollout is complete. Anyone who doesn’t see the setting yet should update their app.

This update follows reports from 404 Media claiming Instagram has used AI to create search-friendly titles for some posts to help them appear on Google. Instagram has not made any public comment on that report.