Google has faced pressure to demonstrate outcomes that demonstrate practical uses for its generative artificial intelligence (AI) products.
YouTube is set to introduce a range of features powered by artificial intelligence (AI) for content creators, representing the latest initiative by parent company Alphabet to integrate generative AI, a technology capable of generating and synthesizing text, images, music, and other media based on simple prompts, into its key products and services.
One of the new offerings announced by YouTube is Dream Screen, a tool that employs generative AI to insert video or image backgrounds into short-form videos known as Shorts. Additionally, the platform has unveiled AI-driven production tools designed to assist in the editing of both short and long-form videos on its platform.
Toni Reid, the Vice President for Community Products at YouTube, explained, “We are introducing a suite of products and features that empower individuals to explore the boundaries of creative expression.” This announcement follows YouTube’s initial declaration of these tools in March.
Google has been facing pressure to demonstrate tangible results and practical applications for its generative AI products. Some critics have expressed concerns that the company, long regarded as a pioneer in artificial intelligence, was lagging behind newcomers like OpenAI or its rival, Microsoft. These critics argued that the products Google was releasing were not yet ready for public use. OpenAI’s ChatGPT and a new Bing chatbot from Microsoft, which has invested $13 billion in OpenAI since 2019, have gained substantial popularity and widespread acceptance.
In recent months, Google launched Bard, a competitor to ChatGPT, and introduced regular updates to the product. The company has also incorporated experimental generative AI features into its core services, including its flagship search engine, which it refers to as its experimental “search generative experience.” This feature generates comprehensive summaries based on information it has gathered from the internet and other digital sources in response to search queries.
This announcement of new features comes at a time when YouTube is engaged in intense competition with TikTok by ByteDance and Instagram Reels by Meta Platforms to capture a larger share of the vertical, short-form video market. YouTube has reported over 70 billion daily views on Shorts, and the new generative AI tools are likely aimed at attracting even more users and creators while gaining a competitive edge over its rivals.
Furthermore, YouTube has introduced YouTube Create, a mobile app designed to simplify video production for its creators. The app incorporates AI-driven features such as editing, trimming, automatic captioning, voiceover capabilities, and access to a library of filters and royalty-free music. The app is currently in beta on Android in select markets and will be available free of charge.
In addition to content creation, YouTube has announced plans to offer creators more AI-powered insights, support for automatic dubbing of videos, and assistance in finding suitable music and soundtracks for their videos.