Meta is adding artificial intelligence-powered assistance to its Edits video editing app. Because of course it is.
Edits users will soon be able to access a new Edits assistant, which Meta said is a “creative partner that knows you and your audience.”
Tapping on the chat icon in the lower right portion of the Edits screen will activate the assistant, which will be able to respond to conversational queries in-stream.
As explained by Meta: “The assistant knows your account's Instagram metrics, things like follows, views, video retention, likes, and shares, and combines them with your comments, what's trending on Instagram, and what your audience is into. It can spot patterns in your performance over time and surface actionable insights that are hard to see from the metrics alone.”
So rather than creators having to use their brains to come up with ideas, they can outsource the thinking to Meta’s AI tools. The assistant will be able to provide a range of recommendations and tips to help maximize content approaches.
However, this does seem a little counterproductive. The term “creator” implies user-led creation, which includes original ideas and concepts. It’s this creative vision that presumably helped that creator build an audience in the first place.
Relinquishing creative control to an AI tool could dilute a creator’s originality. And given that the recommendations are partially based on trends, this could also make more Instagram content feel generic and homogenized, assuming all creators follow similar automated advice.
But Meta is super keen to get more people using AI, and there is logic in gleaning inspiration from trends and better aligning with audience interests.
The Edits assistant is free to use in Edits, though it does have a daily prompt limit. Meta said that power users will soon be able to unlock more credits with a Meta One subscription.
