Hajra Naz
Instagram announced something new on Wednesday. The company is bringing an AI video assistant tool to Edits. That’s Instagram’s competitor to CapCut.
This conversational AI chatbot has a specific purpose. It’s designed to provide personalized feedback to creators. This differs from generic advice offered elsewhere.
“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,” said Brett Westervelt, who leads the Edits app. “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 the Edits team worked closely with creators while developing this 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 this Edits AI assistant back in June. This happened at an invite-only creator event. At the time, the company also mentioned working on an Edits desktop app. Notably, Meta isn’t the only company developing tools like this. YouTube announced last week that it’s working on something similar. The platform revealed a conversational video editing tool of its own. This tool should become available early next year.
Based on available information, there appears to be a clear difference in approach. Meta seems to be taking a more analytics-driven approach with its AI assistant. YouTube, by contrast, suggested creators would use its AI differently. Specifically, YouTube’s tool would help with the actual editing process itself.
There’s a usage limit for creators using this new AI tool. Still, creators can unlock additional usage through a Meta One subscription.
