Instagram puts an AI creative coach inside Edits

Instagram has added an AI assistant to Edits, its standalone video-making app for creators. Rather than offering the same generic prompts to everyone, the assistant looks at an account’s performance—such as views, retention, likes, shares, comments, and audience interests—to identify patterns and suggest what to post next. The aim is to make the app more useful between publishing a video and editing the next one: creators can get help interpreting why something worked without having to sift through analytics themselves. Meta says the tool is meant to handle the number-crunching, not make creative decisions for users; usage is limited, with more access tied to a Meta One subscription.