Instagram Adds AI Assistant to Edits for U.S. Creators

Instagram is adding an artificial intelligence assistant to its Edits video app, giving creators tailored suggestions based on their account performance, audience interests and trends on the platform. Instagram says the tool is rolling out to Edits users in the United States and is free to use, subject to a daily prompt limit. The assistant analyzes Instagram metrics such as views, follows, likes, shares and video retention, alongside comments and information about what is trending and engaging a creator’s audience. Creators can ask why one video held viewers’ attention better than another, or which content resonated with their followers, according to Instagram’s description of the feature. It can suggest video concepts, opening hooks, captions and scripts, and recommend audio suited to a creator’s content. The assistant can also compare the performance of different versions of trial Reels. Instagram says the recommendations are meant to help with analysis while leaving creative decisions to users. Brett Westervelt, who leads the Edits app, said creators wanted a tool to handle performance analysis rather than make creative choices for them.