Instagram is rolling out an AI assistant inside Edits, its video-editing app, to all users in the US. The tool is positioned less as a content generator and more as a personalised performance analyst for creators.

Unlike generic AI tools, the assistant can analyse a creator’s own Instagram data—including views, retention, likes, shares and comments—alongside platform trends and audience interests.

Creators can ask questions such as:
• What content performed best with my audience this month?
• Why did one Reel outperform another?
• What should I create next?
• Which hooks or formats are working for my audience?
• How did different versions of my Trial Reels perform?
• Which trending audio fits my niche?
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It can also recommend Reel concepts, hooks, captions, scripts and relevant trending audio, using the creator’s previous successful content as context.

Brett Westervelt, who leads Edits at Meta, said the goal is to let creators focus on the creative decisions while the AI handles the analysis.

The assistant was developed with input from a creator council over several months. It is free with a daily prompt limit, while higher usage is available through a Meta One subscription.

The rollout follows Meta’s June 2026 preview of the assistant at an invite-only creator event, where the company also previewed an upcoming Edits desktop app.

The approach differs from YouTube’s recently announced conversational video-editing tools: YouTube is focusing more directly on helping users edit videos, while Instagram is positioning Edits’ AI assistant as a performance and audience-insights companion.