Meta has introduced Creator Assistant on Facebook for creators, with the tool rolling out in the US, Canada and India.
Integrated into the Facebook creator dashboard, the feature lets users ask questions about their content's performance and receive suggestions based on audience behaviour, engagement trends and posting history. It is designed to help creators understand why a Reel or other post performed well and what changes could improve future results.
The system works in a conversational format, allowing follow-up questions inside the dashboard instead of forcing creators to navigate multiple charts and reporting tools. It also draws on a creator's stated goals, such as audience growth, stronger engagement or monetisation, to shape its responses over time.
Dashboard tool
Meta is positioning the product as part of a broader push to add artificial intelligence features for people who publish on Facebook. Alongside analysis of existing content, the assistant is also intended to help with brainstorming by suggesting ideas tied to platform trends, including popular audio, cultural moments and content formats that are performing well.
The launch reflects a wider race among large technology groups to embed generative AI into creator and advertising tools as they compete for user attention and creator loyalty. For social media platforms, creators remain a key source of engagement, advertising inventory and short-form video activity.
Meta said Creator Assistant will become available in more countries in the coming months and that it plans to add more functions. It did not provide pricing details, and the announcement presented the product as part of the existing Facebook creator experience.
Translation push
At the same time, Meta is expanding language support for AI translations on Facebook Reels. The translation system, introduced last year, has already been used across nine languages and is now viewed weekly by more than half a billion Facebook users through AI-translated videos.
Meta said the feature is set to add Arabic, Bahasa Indonesian, French, Thai and Vietnamese. The system is designed to preserve the original sound and tone of a creator's voice, and it also offers optional lip-syncing to better match translated speech with on-screen video.
The expansion highlights Meta's effort to use AI to reduce language barriers on its platforms and extend creators' reach beyond their home markets. Translation tools have become increasingly important for platforms trying to encourage cross-border viewing and help video makers reach larger audiences.
By combining performance analysis with content suggestions and broader translation support, Meta is adding more AI-based assistance to the routine work of publishing on Facebook. The new dashboard feature focuses on helping creators interpret their own data, while the translation update is aimed at distribution and audience growth through multilingual Reels.
Creator Assistant is launching first in three countries, while the additional translation languages are intended to broaden the reach of Reels for creators already using the feature. More than half a billion Facebook users now watch AI-translated videos each week, according to Meta.