For years, social media giants controlled what users saw in their feeds. While people could follow accounts, like posts or hide content they didn’t enjoy, recommendation algorithms controlled what was shown to them.

Now, social platforms are handing over some of their power by allowing users to personalize their algorithms with the help of AI.

Beyond traditional “Not Interested” buttons, apps like Threads, Instagram, and TikTok have begun introducing tools that let people train their own algorithms and influence what appears in their feeds.

The shift reflects an evolution in how recommendation systems work. Social media feeds are moving away from a one-size-fits-all TV channel and toward something more like a streaming service, where users can tune recommendations to their interests and have more control over what they see.

For users, the advantage of customizable algorithms is a feed tailored to their interests. For social media giants, it’s a way to boost engagement by displaying content that people are most likely to consume.

Here’s a look at how social media platforms are giving users more control over their recommendation algorithms.