Instagram rolls out AI video editor for creators

Instagram announced on Wednesday the release of an AI-powered video editing tool designed for content creators. The tool, integrated into Instagram's Edits app, aims to provide personalized feedback by analyzing video performance rather than offering generic advice.

The AI assistant analyzes metrics such as follower counts, views, video retention rates, likes, and shares. It combines this data with user comments, trending topics on the platform, and audience preferences to generate actionable insights. Brett Westervelt, head of the Edits app, stated that the analysis can identify significant patterns that might be difficult to discern from raw data alone.

During its development, the Edits team collaborated closely with a group of creators. A consistent theme from creator feedback was the desire for a tool that handles the analytical work, leaving the creative process to them. Westervelt confirmed that the new AI assistant performs the necessary data digging, but the ultimate creative decisions remain with the creator.

Meta first previewed the Edits AI assistant in June at an invitation-only creator event, where it also announced work on a desktop version of Edits. The development of AI-driven tools is a growing trend among social media platforms, with YouTube also announcing similar features recently.