Instagram has introduced a conversational AI assistant within its Edits application designed to give creators personalized performance insights. The feature focuses on data analysis rather than automated content creation. Brett Westervelt, who leads the Edits app, shared details regarding the tool.
The assistant evaluates account metrics including follows, views, video retention, likes, and shares. It combines these metrics with user comments, trending topics on Instagram, and audience interests.
According to Westervelt, the system identifies patterns in performance over time to surface actionable insights that are difficult to discern from raw metrics alone.
Development of the tool involved collaboration with a creator group. Westervelt stated that creators consistently requested a tool that handles data analysis rather than performing the creative work. The assistant performs data gathering while creative decisions remain with the user.
Platform Availability And Competitive Context
Meta initially previewed the Edits AI assistant at an invite-only creator event held in June 2026. During the same event, the company announced it was developing an Edits desktop application.
The assistant is rolling out to Edits users in the United States. Creators will have a daily usage limit, while additional usage will be available through a Meta One subscription.
Competitors are also building similar technology. YouTube announced a conversational video editing tool that is expected to become available in early 2027. Meta is focusing its AI assistant on analytics and content recommendations, while YouTube has indicated its tool will assist with the actual editing process.
Meta has also said that Edits Plus will be added to Meta One, providing additional cloud storage and increased usage of the Edits AI assistant
