Meta has launched a new "Edits assistant" – an AI chatbot designed specifically for Instagram creators using the company's Edits video editing app. The personalised tool aims to provide tailored guidance based on each creator's audience and content performance, moving beyond generic AI advice by analysing individual creator data and trends. This development represents Meta's effort to strengthen its creator ecosystem and compete with alternatives like TikTok's CapCut.

The Edits assistant analyses Instagram data including views, likes, shares and retention statistics to suggest video concepts, hooks, captions and audio recommendations based on past performance patterns. The feature has already been trialled by select creators and will initially be free to use, though Meta plans to impose an unspecified daily prompt limit. The company is clearly hoping the new assistant will drive adoption of its Meta One subscription plans, with the premium tier costing $499 per month for power users seeking higher usage limits.