Instagram rolls out an AI assistant for video creators

Instagram is bringing a conversational AI assistant to Edits, its video editing app and competitor to CapCut. The tool is designed to give creators personalized feedback rather than generic advice.

Brett Westervelt, who leads the Edits app, said in a blog post that the assistant combines account metrics—including follows, views, video retention, likes and shares—with creators’ comments, Instagram trends and audience interests. He said it can identify patterns in performance over time and surface insights that may be difficult to see from metrics alone.

Westervelt said Edits worked with a group of creators to develop the assistant. He added that creators wanted help with analysis, while keeping creative decisions in their own hands.

Meta first previewed the assistant in June at an invite-only creator event, where it also said it was working on a desktop app for Edits. YouTube announced last week that it is developing a conversational video editing tool expected to be available early next year. The source report describes Meta’s assistant as more focused on analytics, while YouTube’s proposed tool would help with the editing process.

Creators will have a limit on their use of the AI tool. The source report says they can unlock more usage with a Meta One subscription.