Threads adds AI feed controls as mobile usage overtakes X

Threads, the Meta-owned social network, announced on Wednesday the introduction of “Dear Algo,” a new AI-powered personalization feature that allows users to temporarily customize what they see in their feeds. To trigger the feature, users must publish a public post starting with the phrase “Dear Algo” followed by their specific content preferences, such as asking to see more posts about podcasts. The company frames this as a way to keep the platform relevant to users’ changing interests in real-time, describing Threads as a place to keep up with current events. “But sometimes, what matters to you changes in an instant, and you want your Threads feed to reflect that — whether it’s seeing more posts during a live NBA game or less about a TV show you haven’t caught up on yet,” the company wrote in a blog post.

Once a user submits a public request, their feed will be adjusted for three days. Because the feature operates through public postings, other users can see these requests and even repost them to apply the same adjustments to their own feeds. While Meta views this as a way for users to discover new conversations and topics, turning personalization into a community experience, the public nature of these requests may be a hindrance for some users who prefer to keep their preferences private. This distinguishes the tool from the standard “Not Interested” buttons offered by Threads and its competitors, X and Bluesky, which allow for private, one-off adjustments. The new feature could also help make Threads feel more real-time, a characteristic that X has historically been known for.

Dear Algo is currently available to users in the U.S., New Zealand, Australia, and the U.K., with plans to expand to more countries in the future. The launch comes shortly after a report from market intelligence firm Similarweb, which indicated that Threads now surpasses X in daily mobile usage. According to the report, which analyzed data as of January 7, 2026, Threads had 141.5 million daily active users on mobile, compared to 125 million daily active users for X. While X still dominates Threads on the web, the Threads mobile app for iOS and Android has continued to see an increase in daily active users over the past several months.

Why it matters

By allowing users to temporarily influence what appears on their feeds, Threads gains a competitive edge over rivals like X and Bluesky by offering a unique personalization tool.