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Description: In this research, we examine how social identity can quickly alter implicit attitudes. According to dual system models of attitudes, implicit attitude change is believed to be unaffected by explicit cues or motivation. However, theories from a social identity approach have argued that intergroup dynamics can shape everything from preferences to implicit cognition. In three experiments, we examine whether explicit cues about social identity and the intergroup context can rapidly form and alter implicit attitudes. We find that people quickly develop implicit preferences towards their own group compared to the out-group, when the group assignments are arbitrary. Importantly, this pattern of implicit intergroup bias quickly shifts as a result of changes in the intergroup context. When we present two groups as cooperative (vs. competitive), implicit intergroup bias is eliminated. Finally, being switched from one minimal group to the other reverses implicit intergroup preference. Individual differences in the degree to which people are able to switch their implicit intergroup preference are correlated with their need to belong. In sum, these studies provide evidence that social identity cues and motives rapidly tune implicit evaluation. This research not only speaks to the influence of social identity on implicit cognition, but also has implications for models of attitude development and change.