Instagram introduces AI-powered assistant for Edits video tool

Instagram announced on Wednesday that it’s bringing an AI video editing tool to Edits, its CapCut competitor.

This conversational AI assistant is intended to provide personalized feedback to creators, rather than generic advice.

“The assistant knows your account’s Instagram metrics, things like follows, views, video retention, likes, shares and combines them with your comments, what’s trending on Instagram and what your audience is into,” Brett Westervelt, who leads the Edits app, said in a blog post. “It can spot patterns in your performance over time and surface actionable insights that are hard to see from the metrics alone.”

Westervelt added 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 at an invite-only creator event, where it also said it was working on an Edits desktop app. It’s not the only company working on tools like this, though. YouTube announced last week that it is also working on a conversational video editing tool, which should be available early next year.

From what we can tell so far, it looks like Meta is taking a more analytics-driven approach with its AI assistant than YouTube, which suggested creators would use its AI to help with the actual editing process.