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Meta is expanding its Edits app with an integrated AI assistant and a desktop version to deepen creator retention against TikTok and YouTube. The AI tool leverages native Instagram data for brainstorming and performance analysis, aiming to reduce reliance on external models while encouraging higher posting frequency. This move represents a strategic shift toward an all-in-one ecosystem that combines advanced editing workflows with data-driven content optimization.

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Meta’s Edits app is getting an AI assistant and a desktop version

TechCrunchJune 11, 20264 min read

By integrating an AI assistant directly into Edits, Meta is aiming to keep creators engaged on Instagram as it continues to compete with TikTok and YouTube for creators' attention.

Meta on Wednesday previewed upcoming additions to its video editing app Edits at an invite-only creator event in L.A., showing off features like a new AI assistant and a desktop version of the previously mobile-only app. The company also announced other new tools will launch in the app today, such as a “Beta” tab for experiments and expanded audience insights. Edits first arrived last year as a direct competitor to…

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