YouTube has unveiled a slew of new artificial intelligence-powered tools, helping creators produce videos and reach a wider audience on the platform. This is in a bid to make content creation an easier process, according to YouTube in a statement. These tools, YouTube said, aim to open up new forms of creative expression, reduce time-consuming and expensive tasks and allow creators to reach more viewers.
The first tool, a gen-AI feature dubbed “Dream Screen” is specifically for its short-form video arm, YouTube Shorts. It allows creators to add AI-generated images or video backgrounds to their vertical videos. “With Dream Screen, creators will be able to generate new, fantastic settings for their Shorts that are only limited by what they can imagine. We'll start to introduce Dream Screen to select creators before we roll out more broadly next year,” the company said.
As part of its attempt to encourage creativity, it has also launched an AI-powered “YouTube Studio” which will tap into generative AI to spark video ideas and draft outlines to help creators brainstorm. The insights, YouTube said, will be personalised for each channel and based on what audiences are already watching on YouTube. “We’ve been testing a version of AI-powered tools in YouTube Studio with creators, and more than 70% of those surveyed said it’s helped them develop and test ideas for videos,” it added.
On the musical front, starting next year, YouTube said that it will make it easier for creators to find a soundtrack for their videos with an assistive search in Creator Music. Just like TikTok, users can now type in a description of their content and AI will solve the puzzle for you, suggesting the right music at the right price.
Finally, creators can look to expand their audiences by dubbing their content into languages beyond their own. Called “Aloud”, YouTube can help creators open up their content to the world.
Shorts seem to be one of YouTube’s main focuses ever since it shuttered its “Stories” feature earlier this year in June. The company stated that “Shorts” has posed a greater alternative, which has delivered valuable audience connections as well as facilitated conversations.
Stories were first introduced in 2017 under the name ‘Reels’ and were initially only available to users with over 10,000 subscribers. Similar to Instagram and Snapchat, YouTube Stories also disappeared after a set amount of time; wherein creators could use Stories to post updates or behind-the-scenes content to promote their channel.
YouTube launching Stories comes alongside the hire of Todd Sherman, who previously worked as lead product manager on Snapchat’s trend-setting version of the feature. However, as evident in the discontinuation of the feature, it was not as successful as that of the aforementioned competitor apps. Due to the limited access to Stories, personal sharing could not take off in the way Instagram and Snapchat’s stories did.
The biggest conference is back! Experience the future of marketing with 500+ brilliant minds at Digital Marketing Asia on 28 - 30 November in Singapore. Uncover groundbreaking strategies that connect leading brands with their target audiences effectively.
Lawsuit against YouTube for biased treatment of Black and Hispanic creators dismissed
YouTube renames in-stream ad format to 'skippable ads' after claims it misled advertisers
YouTube removes 'Stories' feature, shifting focus to Community posts and Shorts
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window