Instagram is rolling out a new conversational AI tool inside Edits, its video-editing app built to compete with CapCut. Rather than offering generic tips, the assistant is designed to study each creator’s own account and hand back feedback specific to their content.
According to Brett Westervelt, who heads the Edits app, the assistant pulls in a creator’s actual performance data, follower counts, views, video retention, likes, and shares, and cross-references that with their comments and what’s currently trending on Instagram. From there, it looks for patterns in how someone’s content has performed over time and points out insights that wouldn’t be obvious just from scrolling through raw numbers.
Westervelt said the team built the tool in close collaboration with a group of creators, and one message came through clearly during that process: creators wanted analysis, not a tool that made creative decisions for them. The assistant is built around that distinction; it digs through the data on a creator’s behalf but leaves the actual creative decisions in their hands.
Meta gave an early look at the Edits AI assistant back in June at an invite-only event for creators, where it also mentioned it was building a desktop version of the app.
Instagram isn’t alone in this space. YouTube announced its own conversational video-editing tool last week, with a planned rollout in early 2027. Based on how each company has described its approach so far, YouTube appears to be leaning toward AI that helps with the hands-on editing process itself, while Instagram’s tool is shaping up to be more focused on analytics, helping creators understand their audience and performance rather than making edits for them.