Instagram has announced the addition of a video assistant based on artificial intelligence to the Edits app; a tool considered a rival to CapCut that is intended to help content creators analyze the performance of their videos and improve the production process.
This assistant, designed as a conversational AI chatbot, unlike tools that offer general recommendations, is intended to provide feedback tailored to the circumstances and performance of each content creator.
Bert Westerholt, director of the Edits app, explained that this assistant has access to information such as the number of followers of the Instagram account, view counts, amount of video watch time, number of likes, and shares, and combines these data with user feedback, trending topics on Instagram, and audience characteristics.
According to Westerholt, this tool can identify existing patterns in account performance over time and provide actionable insights based on them; information that might not be easily observable merely by reviewing usual statistics and metrics.
The Edits director also announced that Meta worked closely with a group of content creators during the development of this tool. According to him, one recurring request from creators was that the AI tool handle the analysis and performance review portion, not make creative decisions on their behalf.
Westerholt emphasized that the Edits AI assistant is meant to perform the analytical work and that creative decisions will remain in the hands of the content creators.
Preview of the Edits AI assistant in June
Meta first showcased an initial version of this AI assistant in June during an invitation-only event for content creators. The company also announced at that event that it is developing a desktop version of the Edits app.
According to TechCrunch, Meta is rolling out this capability while other companies are also seeking to develop AI-based video editing tools. YouTube last week announced it is working on a conversational video editing tool that is expected to be available to users early next year.
Based on the provided explanations, Meta’s approach in Edits is more focused on analyzing content performance. By examining account performance data and combining it with information about audiences and trending topics, this tool can help creators make decisions about their content.
However, the extent to which creators can use Edits’ AI capabilities will be limited. Users who have a Meta One subscription will have greater access to this tool.