Meta rolls AI assistant and desktop Edits today

Meta’s Edits – Meta previewed and then launched a new wave of features for its video-editing app Edits, including an AI assistant, a desktop version coming soon, and fresh analytics and experiments via a “Beta” tab. The push is aimed at keeping creators on Instagram while Me

For creators who build their days around short-form video, the problem is never just editing. It’s what to make next—and whether it will land. Meta is betting that if it can answer that inside its Edits app, creators will stay in the workflow longer.

At an invite-only creator event in L.A. on Wednesday. Meta previewed upcoming changes to Edits. a video-editing app it first launched last year as a direct competitor to ByteDance’s CapCut. The company showed off a new AI assistant and a desktop version of the previously mobile-only app. then followed up with multiple features launching in Edits today.

The most attention-grabbing addition is the upcoming AI assistant. Meta says it will help creators analyze their insights and brainstorm ideas for their content. The assistant will use creators’ Instagram data—such as views and video-retention insights—to explain what’s working and why. From there, it will suggest video ideas based on performance and recommend creating content using trending audio.

The idea is straightforward: integrate the brainstorming and performance understanding into Edits itself. so creators don’t have to bounce to outside tools when they’re trying to turn their analytics into the next post. Meta is also leaning into the competition for creator attention as it continues to go head-to-head with TikTok and YouTube.

This isn’t the first time Meta has tried to bring an AI assistant into a creator workflow. Meta launched a similar AI assistant tool for creators on Facebook last week. And the company isn’t operating in a vacuum—YouTube Studio’s Inspiration tab uses AI to help creators generate video ideas. while TikTok offers an AI assistant that can brainstorm ideas and uncover trends.

Edits is also moving beyond mobile. Meta says the desktop version will arrive “coming soon.” It’s designed to give creators more precise control over editing and the ability to work on a larger screen. which can matter for more advanced editing workflows. Meta adds that creators will be able to sync their workflows seamlessly between mobile and desktop devices.

That desktop push matters because CapCut already offers a desktop version, and the new feature set is clearly meant to shrink the gap.

For those who download Edits today, Meta is also expanding what creators can do inside the app right now. A “Beta” tab is launching as part of the rollout of new tools. Meta describes it as a place for early access to experimental features that are still in development. where creators can provide feedback. The existence of a Beta tab signals Meta’s intention to iterate faster—using creator input to shape what comes next.

The app’s analytics are getting sharper too. Creators will be able to see more detailed metrics. including their audience demographic breakdown and the time of day their audience is most engaged. Those new metrics sit alongside Edits’ existing analytics. which include how long viewers watch a video. how many followers were gained from a specific video. where users stop watching. and more.

Meta is also expanding discovery and testing tools. Creators can search specific topics within the app’s Inspiration feed to find reels and templates other creators are making around a given trend or idea. There’s also a new way to test performance before publishing: creators can create multiple versions of a single piece of content to try to determine what performs best.

Meta didn’t share specific numbers about how many users Edits has. Still. the company is pointing to performance lift from content made in the app: Meta says content created with Edits sees a 10% higher save rate and a 2% higher reshare rate compared to content not made on Edits. It also claims that more than half of people watching reels on Instagram are seeing Edits-created content every day.

The AI assistant announced today is currently in testing with attendees of Thursday’s creator event, while the desktop version is “coming soon.” The rest of the features are launching to everyone today. Edits remains free to download on iOS and Android.

Meta Edits AI assistant Instagram creators video editing app desktop version creator analytics Beta tab trending audio CapCut competitor