Instagram is rolling out a conversational AI assistant in Edits, its video creation app and competitor to CapCut. Amanda Silberling reports for TechCrunch that the tool is designed to give creators personalized guidance based on their own account performance rather than broad recommendations.
The assistant can draw on Instagram metrics including follows, views, video retention, likes, and shares. It also considers comments, trending content on Instagram, and signals about what a creator’s audience is interested in, according to Brett Westervelt, who leads the Edits app.
Its central purpose is analysis. The tool is intended to identify patterns that creators may not spot by reviewing individual metrics alone, then suggest practical next steps. For example, it could help a creator understand which formats hold viewers’ attention or which posts encourage sharing.
Analysis rather than automated creativity
Westervelt says Edits developed the assistant with a group of creators. Their feedback pointed toward an AI tool that handles data analysis but does not take over creative decisions. The assistant can provide context and recommendations, while creators remain responsible for concepts, storytelling, and final editing choices.
Meta first previewed the feature at an invite only creator event in June. At the same event, the company said it was also developing a desktop version of Edits.
The launch comes as platforms compete to make AI a more direct part of video production. YouTube recently announced plans for a conversational video editing tool that it expects to release early next year. Based on the available details, Meta’s Edits assistant puts greater emphasis on account analytics, while YouTube has indicated that its tool could support the editing process itself.
Use of the Edits assistant will be capped. Creators can unlock additional usage through a Meta One subscription.
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