Instagram rolls out AI video assistant for creators

Instagram announced on Wednesday that it is introducing an AI video assistant tool to Edits, its competitor to CapCut.

This conversational AI chatbot is designed to provide creators with personalized feedback on their video performance, rather than generic advice. The tool reportedly analyzes account metrics such as follows, views, video retention, likes, and shares, combined with comments, trends, and audience interests.

"The assistant knows your account’s Instagram metrics... and combines them with your comments, what’s trending on Instagram, and what your audience is into," said Brett Westervelt, who leads the Edits app. "It can spot patterns in your performance over time and surface actionable insights that are hard to see from the metrics alone."

Westervelt emphasized that Edits worked closely with a group of creators in developing the tool. "One thing we heard consistently: creators want a tool that handles the analysis, not one that does the creative work for them," he wrote. "Edits assistant does the digging for you. The creative calls are still yours."

Meta first previewed the Edits AI assistant in June. Competition in similar tools is evident, as YouTube also announced last week that it is working on its own conversational video editing tool. Meta's approach appears more analytics-driven compared to YouTube, which suggested its AI would assist with the editing process itself.