Mumbai: Instagram has rolled out a new feature called Your Algorithm, giving users unprecedented control over the videos that appear in their Reels feed. The update, which uses artificial intelligence to personalise recommendations, is currently available to English-language users in the US and will be expanded globally in the coming weeks, according to the platform’s head, Adam Mosseri.
The tool appears as a small heart-and-lines icon at the top right corner of the Reels screen. Tapping it opens a detailed list of topics that Instagram believes users are interested in — categories that may include sports, horror films, gym content, food videos, “day in the life” clips, or college football.
Users can edit, add, or remove interests through a search bar, effectively instructing the platform on what they want to see more or less of. Recommendations in the Reels feed then adjust automatically based on the selections.
Instagram said the feature is entirely user-driven: AI will only customise the feed if people choose to share their preferences. A table within the tool outlines its functions, including interest categories, customisation options, and upcoming updates.
For now, Your Algorithm appears only in the Reels tab, but the company has confirmed it will eventually expand to the Explore page and the main Home feed. The broader rollout is expected to give users far greater control over what surfaces across the app, at a time when social media algorithms face increasing scrutiny over transparency and influence.
