Instagram has introduced a new AI-powered video assistant integrated into its Edits app, a competitor to CapCut, aiming to support creators with personalized feedback. Rather than offering generic suggestions, this conversational AI analyzes individual account data — including metrics like follows, views, retention, likes, and shares — combined with trending content and audience interests to provide tailored insights. According to Brett Westervelt, head of Edits, the assistant identifies patterns in creators’ video performance over time to deliver meaningful recommendations that go beyond surface-level statistics.

The Edits AI assistant was developed with direct input from creators, who expressed a desire for a tool that performs in-depth analysis but preserves creative control. This assistant handles the data-driven aspects of content optimization, while leaving the artistic decisions firmly in the creator’s hands. Westervelt emphasized that the tool is designed to do the “digging” for creators rather than creating videos on their behalf, addressing a key need voiced by the community.

Meta first previewed this AI feature at a June event exclusive to creators and is also working on a desktop version of Edits. While YouTube recently announced its own conversational video editing tool expected next year, Instagram’s approach is distinguished by its deeper emphasis on analytics and metric-driven insights, contrasting with YouTube’s plan to assist directly with the editing process itself.

Usage of Instagram’s AI assistant comes with limits, but creators can increase their access through a Meta One subscription. This rollout marks part of a broader trend among major platforms to enhance creator tools with AI capabilities, aiming to streamline performance analysis and content refinement while fostering personalized creative growth.