One signal

Meta has launched a conversational AI assistant in its Edits app that analyses Instagram creators’ metrics and suggests why videos may be underperforming, Techloy reports. It can consider views, retention, likes, shares, comments, trends and audience interests, then offer performance insights, audio suggestions and research on concepts that have worked.

Why it matters

Meta says the assistant handles the analysis, not the creative decisions. For creators faced with dashboards full of numbers, that could make performance data easier to act on. Whether its advice is any good is the test that matters.

Discuss: Should creator tools focus on analysing performance and leave creative choices to people, or should they go further and recommend what to make?

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