Instagram introduces AI video assistant for creators

Jakarta (ANTARA) - Instagram, the social media platform owned by Meta, has announced the introduction of an AI video assistant to Edits for creators on the social network.

Edits, which competes with CapCut, features an AI chatbot assistant that creators can use to receive personalised feedback, ensuring the insights are more than just general suggestions.

“This assistant understands the user’s Instagram account metrics, such as follower count, views, video retention, likes, and shares, and then combines them with user comments, Instagram trends, and the user’s audience interests,” said Brett Westervelt, Head of the Edits application, as cited from a TechCrunch report on Wednesday (30/9) local time.

Westervelt stated that his team worked closely with a group of creators during the development of the AI assistant.

He noted that these creators agreed that the AI assistant is needed not to perform creative tasks, but rather to handle data analysis.

Meta first previewed the Edits AI assistant in June 2026 at a special invite-only event for creators. Alongside the AI assistant, Meta also demonstrated that it is working on a desktop version of the Edits application.

From what can be inferred so far, Meta appears to be taking a more analytics-based approach with its AI assistant compared to YouTube.

Creators may face limitations on how much they can use the AI tools, but they can unlock expanded usage by subscribing to the Meta One service.