Instagram rolls out an AI video assistant for creators

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

This conversational AI chatbot 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. “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.

Creators will have a limit to how much they can use the AI tool, but they can unlock more usage with a Meta One subscription.

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Amanda Silberling is a senior writer at TechCrunch covering the intersection of technology and culture. She has also written for publications like Polygon, MTV, the Kenyon Review, NPR, and Business Insider. She is the co-host of Wow If True, a podcast about internet culture, with science fiction author Isabel J. Kim. Prior to joining TechCrunch, she worked as a grassroots organizer, museum educator, and film festival coordinator. She holds a B.A. in English from the University of Pennsylvania and served as a Princeton in Asia Fellow in Laos.

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