Meta has put an AI assistant into Edits, the video-editing app it released last year to compete with CapCut, Engadget reported on 30 September. Meta sells it as a personal creative partner that knows each creator's audience, rather than one more source of generic, slop-adjacent tips.
The assistant draws on a creator's Instagram data, from follows and views to likes, shares and retention, and looks for patterns rather than a single hit. Creators can ask what has worked lately or why a reel fell flat, and it proposes concepts, hooks and captions based on how that account has used the platform before. It can also recommend audio that fits the style of videos a creator makes.
A group of creators tested it before launch. It is free inside the app up to an unstated daily limit, and Meta is hoping heavier users will pay for Meta One plans, the priciest at $499 a month, to get more.
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