Kathmandu – Instagram has announced a new artificial intelligence (AI) video assistant for its video-editing app, Edits, introducing a conversational chatbot designed to provide personalized guidance to content creators based on data from their own accounts.
Developed as a competitor to the popular video-editing app CapCut, Edits will use the new AI assistant to go beyond generic advice. The chatbot will analyze account-specific performance data and provide creators with recommendations tailored to their content and audience.
According to Edits head Brett Westerwelt, the AI assistant will examine key metrics linked to a creator’s Instagram account, including followers, views, audience retention, likes and shares. It will combine these indicators with post comments, current Instagram trends and audience interests to provide a broader analysis of content performance.
The assistant will also identify performance patterns that may be difficult for creators to detect from basic statistics alone. Based on the analysis, it can offer practical recommendations on video hooks, scripts, captions and audio that fit a creator’s particular niche.
Westerwelt said the technology was developed with direct input and feedback from content creators. According to him, creators want to maintain control over the creative process while having a tool that can handle the more complicated data analysis behind their content performance.
“The Edits assistant does the digging and analysis for you, but the final creative decisions remain in your hands,” Westerwelt said.
Meta first previewed the AI assistant at a special creator event in June. At the same event, the company also revealed that it was working on a desktop version of Edits.
The AI assistant is currently available for free to Edits users in the United States, with daily usage limits. Meta One subscribers can unlock additional usage limits.
Meta is not alone in developing AI-powered tools for video creation. Rival video platform YouTube announced last week that it is also developing a conversational AI video-editing tool, which is expected to become available early next year.
While YouTube appears to be focusing on using AI directly in the video cutting and editing process, Meta’s approach with Edits is more focused on analytics and strategy, using account data to help creators make informed content decisions.
