Instagram's New Edits AI Assistant Tells Creators What's Working and What to Create Next

Instagram is rolling out a new Edits assistant that can analyze a creator’s Instagram performance, spot patterns and suggest what to make next. The assistant is now available to everyone using Edits in the US, giving creators an AI tool built around their own account data rather than generic content advice.

The assistant can look at metrics such as views, follows, retention, likes and shares, while also considering comments, Instagram trends and what a creator’s audience is interested in. Creators can ask why one Reel performed better than another, what connected with their audience during a particular period or what they should create next.

Edits assistant turns Instagram data into content ideas

The tool can also generate video concepts, hooks, captions and scripts based on a creator’s previous performance. It can research ideas against what’s already working on Instagram and recommend trending audio that fits a creator’s niche and style.

Meta had previously previewed the assistant in June alongside a desktop version of Edits and expanded audience insights. At the time, the company said the assistant would use Instagram data such as views and retention to help creators understand what was working and brainstorm new content.

Brett Westervelt, who leads the Edits app, said the goal is to make the assistant more useful than a generic AI content tool. “The Edits assistant is a creative partner that knows you and your audience,” he added.

Meta says creators still make the creative decisions. The assistant is designed to handle the analysis and surface ideas rather than take over the creative process.

Beauty creator and professional makeup artist Jaleesa Jaikaran also tested the feature. After the assistant suggested mixing shorter seven-second Reels into her one-minute videos, she said, “giving me ideas based on those insights is mind-blowing.”

Image: Meta

The Edits assistant is free to use

The assistant is free inside Edits, although users have a daily prompt limit. Meta says power users will soon be able to get additional usage through a Meta One subscription. To try it, open the Edits app, tap the chat icon and ask a question such as “What’s working on my account right now?”