YouTube announced a new set of artificial intelligence (AI)-powered tools for video content creators.
The generative AI video content creation space is already on fire thanks to platforms like HeyGen, invideo and Lumen5 entering the market. AI features appearing directly on YouTube means AI video is just getting started.
So what exactly are these features, and what larger impact will they have on the creator community? Let’s dive in.
As reported by The Verge, YouTube has rolled out a set of generative AI tools. These tools include:
These features are poised to make content creation easy for new video creators and more efficient for creators with established YouTube channels.
So what do these updates mean in the broader context of the creator economy?
Standalone AI-video content creation tools like Heygen, Lumen5 and InVideo are already making it easier for people to create videos.
For example, Lumen5 allows you to import blog posts and it will automatically create video footage treating your blog post like an outline or script.
People are using these tools to make videos for platforms like YouTube and TikTok, lowering the barrier to entry for creators who might not have had video content creation skills previously.
For example, tools like Adobe Premiere were the primary way videos were edited before. These tools have steep learning curves far beyond importing a blog post and popping out a video like with these AI platforms.
That is no longer the case. Now anyone can create video content with a few clicks.
As with AI writing platforms like ChatGPT, the highest quality content will still be created by professional creators. However, the quality new video content creators can achieve with these tools is far better than anything that was possible previously.
I’ve written previously about how established platforms like Adobe, Canva and HubSpot have added AI content creation tools.
YouTube’s announcements are the lastest example of this trend—a trend I think we will see more of. I wouldn’t be surprised to see TikTok and Snapchat make similar updates to keep pace.
The AI video trend will play out in several ways in my opinion:
YouTube’s new AI features exemplify another major platform integrating AI into its offering.
The video content creation segment of the creator economy in particular stands to see further disruption, as dedicated AI video platforms are already bringing a plethora of AI-created content to YouTube and TikTok.
Look for existing creators to refine their production workflows and new creators to leverage these tools to quickly scale new YouTube channels.
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Hi, I'm Justin and I write Brand Credential.
I started Brand Credential as a resource to help share expertise from my 10-year brand building journey.
I currently serve as the VP of Marketing for a tech company where I oversee all go-to-market functions. Throughout my career I've helped companies scale revenue to millions of dollars, helped executives build personal brands, and created hundreds of pieces of content since starting to write online in 2012.
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