Instagram Launches AI Video Assistant to Help Creators Improve Content Performance

Instagram is adding an AI video assistant to its Edits app, giving creators personalised feedback based on their content performance, audience behaviour, and platform trends.

The conversational AI tool is designed to help creators understand what is working in their videos rather than create content for them.

AI Assistant Uses Creator Performance Data

The new assistant can analyse signals such as views, follows, likes, shares, and video retention to identify patterns and provide actionable suggestions.

Instagram said the tool combines account metrics with audience interests, comments, and trending topics on the platform to help creators find insights that may be difficult to spot through analytics alone.

The AI assistant was developed with feedback from creators who wanted help analysing performance while keeping creative decisions in their own hands.

Edits Expands AI Features for Creators

The assistant is part of Instagram’s Edits app, which competes with short-form video editing platforms by offering creator-focused tools.

Meta first previewed the AI assistant earlier this year at a creator event, where it also discussed plans for an Edits desktop application.

Creators will have limits on how often they can use the AI tool, with additional usage available through a Meta One subscription.