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.”