Users Gain Control Over AI-Powered Algorithms on Instagram, TikTok, and Threads

New Tools for Content Personalization

According to НВ — Техно: Social media platforms like Threads, Instagram, and TikTok are rolling out fresh features that let users customize their algorithms using artificial intelligence. On June 16, 2026, Threads introduced 'Your Algo,' an evolution of its earlier 'Dear Algo' tool launched in February 2026. Instagram followed suit with 'Your Algorithm' in early June 2026. TikTok, which started adopting such tools earlier, offers 'Manage Topics' (released in 2024) and Smart Keyword Filters (available since 2025). These updates aim to give people more say in what they see online.

Features and Their Impact on Users

Threads' 'Your Algo' lets users tweak their content algorithm, choosing how long the adjustment lasts: one, three, or seven days. This move seeks to make content ranking systems clearer to users. As Adam Mosseri, head of Instagram, noted:

“Content ranking systems have long operated opaquely for users.” - Adam Mosseri

This reflects a broader push by platforms to hand users more control over their experience.

Instagram has also expanded its 'Your Algorithm' tool, which now works not only in the main feed but also in the Explore section-previously, it was limited to Reels. Mosseri added:

“Large language models can make recommendation systems more understandable by explaining why content is shown and letting people directly signal their preferences.” - Adam Mosseri

TikTok is keeping pace with rivals by continuously refining its tools. The 'Manage Topics' feature, launched in 2024, allows users to steer the content themes they see. In 2025, TikTok added AI-powered Smart Keyword Filters, further expanding personalization options.

Overall, social platforms are actively adopting new technologies to improve user engagement, offering more ways to tailor consumed content. These changes could significantly reshape the user experience, making it more individualized and transparent.

The rollout of these content personalization tools reflects a broader industry trend toward enhancing user experience and narrowing the gap between platforms and their audiences. It may also affect advertising strategies, as deeper insight into user preferences allows for better ad targeting. With competition intensifying, companies that best integrate these cutting-edge technologies could gain a substantial market edge.

As social media platforms evolve, users are not only gaining more control over their algorithms but also facing new subscription options. For instance, Meta recently introduced a subscription service for Instagram that offers additional features, reflecting a broader trend in enhancing user experience and engagement. This shift highlights how platforms are adapting to meet user demands while providing innovative tools for content personalization.