Instagram said on 30th September that it’s introducing an AI video assistant feature to its CapCut competitor, Edits.

The aim of this conversational AI (AI chatbot) is to deliver personalised feedback to creators, not generic advice.

Brett Westervelt, head of the Edits app, said that his team knows the Instagram metrics of the account, such as views, video retention, likes, and shares and combines them with the comments, what’s happening on Instagram and what your audience is interested in. “It can identify trends in your behaviour over time and uncover actionable insights that aren’t evident from the numbers.”

Edits collaborated closely with a group of creators in creating the tool, Westervelt said.

What we heard time and time again: creators want something that does analysis, rather than the creative work itself. “Edits assistant digs for you, the creative stays with you.”

Meta previewed the Edits AI assistant in June at an invite-only creator event, and last month it announced it was developing a desktop version of Edits. But it’s not the only company developing tools such as this. Last week, YouTube revealed that it is developing a conversational video editing tool as well, and that will be available early next year.

So far as it’s been revealed, it seems like Meta wants to give its AI assistant more of a data-centric approach than YouTube, which indicated creators would use its AI to assist in the actual editing.

There will be a cap on the amount of content creators can utilise the AI tool, but a Meta One subscription will allow them to use it more.