Instagram is bringing a new AI video assistant to Edits, its video-editing app and competitor to CapCut.

 

Unlike generic AI tools, the conversational assistant is designed to give creators personalized, data-driven feedback based on their account performance, including views, follows, likes, shares, video retention and audience engagement.

 

The assistant combines these metrics with Instagram trends, comments and information about what audiences are engaging with. It can also identify performance patterns over time and surface actionable insights that may be difficult to spot from analytics alone.

 

According to Brett Westervelt, who leads the Edits app, creators were closely involved in developing the tool. Their feedback highlighted a key preference: creators want AI to analyze their content and performance, while leaving the creative decisions to them.

 

Meta first previewed the assistant in June during an invite-only creator event, alongside plans for a desktop version of Edits.

 

Meta isn’t alone in exploring conversational AI for video creation. YouTube recently announced that it is developing a conversational video-editing tool expected to launch early next year. While YouTube appears focused more on helping creators with the editing process itself, Meta is taking a more analytics-focused approach.

 

The AI assistant will have usage limits for creators, with additional usage available through a Meta One subscription.