Strong semantic representations improve the convergence and generation quality of diffusion and flow models. Existing approaches largely rely on external models, which require separate training, operate on misaligned objectives, and exhibit unexpected scaling behavior. We argue that this dependence arises from the model's training objective, which poses a denoising task with little incentive to learn semantic representations. We introduce Self-Flow: a self-supervised flow matching paradigm that integrates representation learning within the generative framework. Our key mechanism, Dual-Timestep Scheduling, applies heterogeneous noise levels across tokens, creating an information asymmetry that forces the model to infer missing information from corrupted inputs. This drives learning strong representations alongside generative capabilities without external supervision. Our method generalizes across modalities and enables multi-modal training while following expected scaling laws, achieving superior image, video, and audio generation.

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