Instagram is adding a conversational AI assistant to Edits, its video editing app and competitor to CapCut, giving creators personalized feedback based on their content and Instagram performance.
The new AI assistant is designed to provide advice based on each creator’s account rather than offering generic recommendations. It can analyze metrics such as follows, views, video retention, likes and shares, while also considering comments, current Instagram trends and the interests of a creator’s audience.
Brett Westervelt, who leads the Edits app, said the assistant can identify patterns in a creator’s performance over time and surface insights that may be difficult to spot by looking at individual metrics.
Instagram developed the tool with input from a group of creators. According to Westervelt, one of the consistent requests was for an AI tool that could handle the analysis while leaving the creative decisions to the creators themselves.
The assistant was first previewed by Meta in June during an invite-only creator event. At the same event, Meta also revealed that it was working on a desktop version of Edits.
Instagram is not alone in developing AI tools for video creators. YouTube recently announced its own conversational video editing tool, which is expected to become available early next year. While YouTube’s tool is intended to help creators make actual edits using natural-language instructions, Instagram’s assistant takes a more analytics-focused approach.
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Creators will have a limit on how much they can use the new AI assistant. Additional usage will be available through Meta One, the company’s subscription service.
