Sep 30, 2026, 4:06 PM UTC
•Elena Varga
•1min read
Instagram’s new AI assistant in Edits analyzes creator metrics and trends to deliver personalized insights, positioning Meta’s analytics-first approach against YouTube’s editing-focused tool.
Instagram rolled out an AI video editing assistant Wednesday inside Edits, its answer to CapCut. The conversational tool reads a creator’s account metrics — follows, views, retention, likes, shares — alongside comments, platform trends and audience interests to surface personalized insights.
“The assistant knows your account’s Instagram metrics and combines them with what’s trending and what your audience is into,” Brett Westervelt, who leads the Edits app, wrote 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.”
Meta developed the feature with a group of creators who emphasized they wanted analysis support, not creative automation. “Creators want a tool that handles the analysis, not one that does the creative work for them,” Westervelt wrote. “Edits assistant does the digging for you. The creative calls are still yours.”
The company first previewed the assistant in June at an invite-only creator event, where it also teased an Edits desktop app.
YouTube announced a competing conversational video editing tool last week, slated for early 2026. Meta’s approach leans analytics-driven; YouTube’s demo suggested creators would use its AI for the actual editing process.
Access to the Edits AI assistant carries usage limits. Creators can unlock additional capacity through a Meta One subscription.
