Instagram announced on Wednesday that it is bringing an AI video editing tool to Edits, its CapCut competitor. The conversational AI assistant is intended to provide personalised feedback to creators rather than generic advice.
Brett Westervelt, who leads the Edits app, said in a blog post that the assistant knows an account's Instagram metrics, including follows, views, video retention, likes and shares, and combines them with comments, what is trending on Instagram and what the audience is into. He said it can spot patterns in 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. He wrote that creators consistently said they want a tool that handles the analysis, not one that does the creative work for them, and that the Edits assistant does the digging while the creative calls remain with the creator.
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. YouTube announced last week that it is also working on a conversational video editing tool, which should be available early next year.
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.