Instagram Adds Personalized AI Feedback To Its Edits Video App
The new Edits assistant uses account metrics and audience signals to suggest video ideas and explain performance, with higher usage limits available through Meta One.
Instagram is rolling out an AI assistant in Edits, Meta’s video editing app, to give creators feedback tailored to their accounts. Rather than offer general advice, the chatbot draws on a creator’s performance and audience activity to help explain what is working and suggest what to make next, according to Engadget and TechCrunch.
Table of Contents
Feedback based on a creator’s account
Creators can ask the assistant which recent videos performed well or why particular Reels did not connect with their audience, Engadget reports. It can suggest future video concepts, opening hooks and captions, as well as audio that fits the style of content a creator makes.
The assistant uses Instagram measures including follows, views, likes, shares and video retention. TechCrunch reports that it also takes comments, platform trends and audience interests into account. Engadget says it looks for patterns across a creator’s content rather than basing its guidance on a single unusually successful video.
Brett Westervelt, who leads the Edits app, told TechCrunch that the aim is to surface useful insights that creators might miss when looking at metrics on their own. He said creators involved in developing the tool wanted help with analysis, not an assistant that would make their creative decisions for them.
How the rollout fits into Edits
Meta launched Edits last year as a video editing app competing with TikTok’s CapCut, according to Engadget. TechCrunch reports that Meta first previewed the AI assistant at an invitation-only creator event in June, where the company also discussed work on a desktop version of Edits. Engadget says selected creators have already tested the assistant.
The tool is free to use in Edits up to a daily prompt limit, though Engadget says Meta has not specified that limit. Both outlets report that a Meta One subscription can provide higher usage limits. Engadget notes that the most expensive Meta One plan costs $499 a month; neither report says creators need that plan to use the assistant.
A different approach to video AI
TechCrunch places the launch alongside YouTube’s recently announced work on a conversational video editing tool, which YouTube expects to make available early next year. Based on what the companies have described so far, TechCrunch says Meta’s assistant appears more focused on analyzing performance, while YouTube has suggested its tool will help with the editing process itself.
For Edits users, the distinction is practical: the new assistant can propose directions and explain audience response, but the creator remains responsible for deciding what to make.
Sources
This story was compiled by AI from the reports below. Read the originals for the full details.