Instagram is finally addressing the frustration of the “brainrot” content rabbit hole, and here’s the kicker: they’re using AI to put users in charge. That happened. The platform announced a new feature that grants users direct control over the content they see in their Reels feed, allowing them to actively personalize recommendations rather than just being passive consumers of the algorithm.
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How the New AI Control Works
This marks a significant shift from the previously opaque nature of social media algorithms. You are no longer just a passive viewer.
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The New Icon: To access the feature, you need to look for a new icon—two lines with hearts—in the upper right corner while browsing through Reels.
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The Summary: Tapping the icon opens a summary of topics Instagram believes reflect your interests. This list is generated based on your recent activity (what you watch, like, share, or skip).
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Active Control: Users can now actively type in topics they want to see more of, and—crucially—topics they want to see less of. This prompts the app’s AI to immediately adjust recommendations.
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Flex Your Interests: Once you set your interests, you can even share them on your Instagram Story, giving your followers a glimpse into the kind of Reels content you prefer.
Availability and Future Plans
The thing is, this feature is limited for now.
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Current Availability: The AI-powered customization is currently only available to users in the United States.
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Wider Rollout: Instagram has clarified that this is just the beginning and a wider rollout for global English-speaking audiences is coming soon. They also plan to expand similar controls beyond Reels to the Explore tab and other parts of the app. It’s an ongoing move towards transparency and control.
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