Meta’s New AI Tools Let Users Directly Influence What They See in Their Feeds

For years, social media platforms have largely controlled what users see in their feeds. Recommendation algorithms decided which posts, videos and creators appeared on users’ screens based on engagement patterns, viewing habits and other signals. While users could follow accounts, like content or indicate disinterest, the final decision remained with the platform.

That dynamic is now changing. Major social media apps such as Threads and Instagram are rolling out new AI-powered features that give users greater control over how recommendation algorithms work. This move reflects a broader industry shift toward more personalised and transparent feeds.

Instead of relying entirely on automated systems, platforms are increasingly allowing people to directly influence their recommendations. The result is a social media experience that feels less like a traditional broadcast channel and more like a customisable service.

Meta-owned Threads recently introduced a feature called “Your Algo,” designed to give users more direct influence over their feeds. The feature expands on Threads’ earlier “Dear Algo” tool, which encouraged users to publicly post requests such as asking the platform to show more content on specific interests. With the new update, users can make those requests privately.

Users can tell Threads which topics they want to see more or less of, and choose how long those preferences remain active, from one day to one week. For example, someone could request more posts about sports while reducing the amount of stressful news or other content categories. The goal is to make recommendations more responsive to users’ changing interests instead of relying solely on past engagement data.

Instagram is taking a similar approach through its “Your Algorithm” feature. The tool allows users to see which topics Instagram believes they are interested in and adjust those preferences directly. Available across the Feed, Explore and Reels sections of the app, the feature provides a clearer look into how recommendations are generated. Users can indicate whether they want more or less content from certain categories, helping the platform refine future recommendations.

Instagram chief Adam Mosseri has previously argued that advances in artificial intelligence and large language models can make recommendation systems easier to understand. Instead of operating as a “black box,” future algorithms may be able to explain why content is appearing and allow users to explicitly communicate their interests.

This trend highlights a significant evolution in social media. Traditionally, platforms relied heavily on behavioural signals such as likes, comments and viewing time to determine recommendations. Now, AI enables users to directly guide systems through natural-language requests and preference settings. As these features become more widespread, users may gain greater agency over their online experience.