Instagram introduces an AI assistant to help creators improve their videos

Instagram has added a new AI assistant to its video editing app, Edits. This tool is designed to help creators understand how their videos are performing and offer tailored advice based on their own Instagram data.

The assistant looks at things like follows, views, how long people watch, likes, shares, and comments. It also considers what’s trending on Instagram and what the creator’s audience enjoys. By spotting patterns over time, it provides insights that aren’t obvious just from raw numbers.

Unlike some AI tools that do the editing work for you, this assistant focuses on analysis. Creators still make the creative decisions, while the assistant digs into the data to suggest what might boost engagement or inspire new ideas.

Instagram’s Edits app competes with similar tools like ByteDance’s CapCut, and this AI assistant aims to keep creators engaged by offering useful feedback directly within the app. Meta, Instagram’s parent company, previewed this assistant in June 2026 and plans to release a desktop version of Edits soon.

Creators will have a limited amount of free access to the AI assistant, with options to unlock more through Meta’s subscription plans, such as Meta One and Edits Plus. These subscriptions offer expanded AI usage and other features across Instagram, Facebook, and WhatsApp.

This move comes as other platforms like YouTube also develop AI-powered editing tools. While YouTube’s tool focuses on letting creators give natural language instructions to edit footage directly, Instagram’s assistant leans more on analysing performance data to guide creators.

By integrating this AI assistant, Instagram hopes to make it easier for creators to understand their content’s impact and improve it, without losing control over their creative process.