Instagram announced on Wednesday that it is adding an AI-powered video editing tool to Edits, its rival to ByteDance-owned CapCut.

The conversational AI assistant is designed to give creators personalised feedback tailored to their content, rather than generic editing advice.

“The assistant knows your account’s Instagram metrics, things like follows, views, video retention, likes, shares and combines them with your comments, what’s trending on Instagram and what your audience is into,” Brett Westervelt, who leads the Edits app, said in a blog post. “It can spot patterns in your performance over time and surface actionable insights that are hard to see from the metrics alone.”

Westervelt said Edits worked closely with a group of creators during the development of the tool.

“One thing we heard consistently: creators want a tool that handles the analysis, not one that does the creative work for them,” he wrote. “Edits assistant does the digging for you. The creative calls are still yours.”

Meta first previewed the Edits AI assistant in June during an invite-only creator event, where it also revealed plans to develop a desktop version of the Edits app.

Meta is not the only company developing conversational video editing tools. YouTube announced last week that it is working on a similar tool, which is expected to become available early next year.