Meta has introduced an artificial intelligence assistant for Edits, its video editing app built for creators, the company said. The tool, called the Edits assistant, is designed to give creators guidance shaped by their own audience and by the content that has performed best for them. Meta is positioning it as a personalized chatbot rather than a source of generic advice. The feature is aimed at the creator community that uses both Edits and Instagram.
According to Meta, the assistant works as a creative partner that reviews a creator's insights and proposes video ideas drawn from past performance and from current trends. Creators can ask it which videos have done well for them recently, or request feedback on why certain reels have not connected as strongly with their audience. Meta said the assistant examines performance patterns rather than focusing on a single video that produced large numbers. It then suggests concepts, hooks and captions for future videos based on how the creator has previously used the platform.
The assistant can draw on a broad set of Instagram data, including follows, views, likes, shares and retention statistics, and uses that information when responding to prompts. Meta said it can also recommend audio based on the style of content a creator makes. The company described the tool as one that understands each individual's audience, a contrast with the broader field of AI-generated guidance that has become widely available. Edits launched last year as Meta's answer to CapCut, TikTok's editing app.
The Edits assistant has already been tested by a select group of creators within Meta's community. It will be free to use inside the app until a user reaches an unspecified daily limit on prompts. Meta has not said what that limit is. The company is expected to steer heavier users toward its Meta One subscriptions, which raise usage limits for power users. The most expensive of those plans costs $499 per month.
For creators in the United States, the rollout adds another AI tool to a market already crowded with editing and analytics software tied to short-form video. Meta's approach ties the assistant directly to a creator's Instagram account data, meaning the guidance depends on activity recorded on the platform. The company has framed the feature as a way to turn that data into practical suggestions for what to post next. Meta has not announced a full public launch date beyond the existing creator trial.
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