Instagram rolls out an AI video assistant for creators

image via TechCrunch

September 30, 2026, 2:30 PM

• •Instagram is adding a conversational AI video assistant to its Edits app, which competes with CapCut.
• •The assistant uses account metrics such as follows, views, retention, likes, shares, comments, audience interests, and Instagram trends to suggest actions.
• •Meta says the tool is designed to analyze performance and provide personalized feedback rather than make creative decisions for creators.
• •Usage of the AI assistant will be limited, with higher usage available through a Meta One subscription.
• •Meta previewed the assistant in June, while YouTube recently announced its own conversational video editing tool for release next year.

Instagram is adding a conversational AI assistant to its Edits video app for creators. Meta says the tool analyzes account metrics, comments, audience interests, and platform trends to provide personalized performance feedback. Company executives framed the feature as an analytics aid that helps creators spot patterns and decide what to do next without taking over creative choices. The launch also places Meta in competition with YouTube, which is developing its own conversational video editing tools.

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