Meta adds AI analytics assistant to Edits video app

Brett Westervelt, head of the Edits app, emphasized that the tool avoids generic advice by synthesizing a creator’s specific performance data. By correlating metrics like shares, follows, and video retention with broader platform trends, the assistant identifies shifts in engagement that often remain buried in standard dashboards. The company developed this functionality through direct collaboration with creators who expressed a preference for analytical support over automated video production.

Meta first teased the assistant at a private event in June, alongside plans for a dedicated desktop version of the app. This rollout positions Meta in direct competition with YouTube, which recently announced its own AI-driven editing tool slated for release early next year. While YouTube appears to be targeting the mechanical aspects of video creation, Meta is leaning into data diagnostics. Access to the assistant will be gated by usage limits, with additional capacity available through a Meta One subscription.