Instagram is adding an AI 'assistant' to tell you how to post

Instagram announced Wednesday that its standalone Edits app will add a built-in AI “creative assistant” designed to give creators feedback as they post. The assistant draws on data from a user’s Instagram account and can answer open-ended questions, including what’s trending, why one video performed better than another, and which content resonated most. It also reviews engagement metrics such as likes, views, retention, and shares, and Instagram says it can detect patterns over time that metrics alone can’t explain. Creators will be able to request ideas for hooks, captions, trending audio, and video scripting. The feature is free up to a point, with Meta saying “power users” can pay for a Meta One subscription for more usage. The shift echoes YouTube’s AI dashboard updates, including AI editing and A/B testing capabilities.