Instagram Introduces AI Tool for Customising Reels Algorithm

Instagram has launched a new feature powered by artificial intelligence that enables users to modify the algorithm influencing their Reels feed. This development represents a significant move towards providing users with more control over their viewing experience.

The feature, named "Your Algorithm," can be accessed via an icon located in the upper-right corner of the Reels tab. It displays a list of topics that Instagram believes align with users' interests, determined by their past viewing behaviours. Users can adjust the prominence of these topics, allowing the recommendations to change in real time.

According to a blog post by Meta, the parent company of Instagram, this tool empowers users to explicitly communicate their preferences regarding various subjects. This level of transparency and control has been a long-standing demand from both regulators and advocacy groups. Critics have raised concerns about social media platforms fostering echo chambers or promoting harmful content, thereby increasing the demand for clearer content-selection processes.

Historically, social media companies have defended their recommendation algorithms as essential for user engagement. However, many have resisted demands for greater transparency. Instagram has positioned the new feature as a means to strengthen user engagement, asserting that feeds should evolve with users’ interests and provide “more meaningful ways to control what you see.”

In addition to the interest lists, users also have the option to input specific topics for even more precise customisation of their feeds.

Meta has indicated that the company plans to extend this tool beyond Reels to other sections of the app, such as Explore. This rollout commenced on Wednesday in the United States and is expected to be available globally in English in the near future.

This launch occurs amidst increasing scrutiny of social media algorithms by governments worldwide. Recently, Australia made headlines by becoming the first nation to prohibit users under the age of 16 from using platforms like Instagram. This move aims to reclaim control from such platforms and protect minors from what are described as “predatory algorithms.” Instagram has claimed that it is “leading the way” with tools designed to enhance user visibility and influence over automated recommendations.