Instagram announced on Wednesday that it is bringing an AI-powered video editing assistant to Edits, its competitor to CapCut. The conversational AI tool is designed to provide creators with personalised feedback rather than offering generic recommendations.
“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 said Edits worked closely with a group of creators while developing the new 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 during an invite-only creator event, where it also revealed that it was working on a desktop version of the Edits app. Meta is not the only company developing similar tools, with YouTube announcing last week that it is also working on a conversational video editing tool that is expected to become available early next year.
Based on the features announced so far, Meta appears to be taking a more analytics-focused approach with its AI assistant than YouTube, which has indicated that creators will be able to use its AI technology to assist with the actual video editing process.
Creators will have limits on how much they can use the AI tool, while additional usage will be available through a Meta One subscription.
