There's a lot of talk about AI through "pure player" innovations: OpenAI, Anthropic, Midjourney, Runway... But AI transformation is also happening on our everyday platforms. And when YouTube embraces AI to rethink production, distribution and monetization, it's the entire content value chain that changes.
AI at the Service of Content Creation
YouTube is progressively deploying artificial intelligence tools that are revolutionizing how creators produce their videos. These innovations are currently in test phase in certain territories.
AI Video Generation in Shorts
With the "Veo 3 Fast" model developed by Google DeepMind, YouTube directly integrates video clip generation with sound from a simple text prompt, accessible from mobile. This service is currently deployed in the United States, United Kingdom, Canada, Australia and New Zealand.
Edit with AI: Automated Editing
Artificial intelligence analyzes footage and automatically creates a first edit by selecting the best moments, adding music, transitions and voice-over. This feature is being tested in Shorts and the YouTube Create app, with an extension planned in the coming weeks in selected markets.
YouTube on TV: The New Prime Time
In one year, the number of YouTube channels generating over $100,000 in revenue via TV screens increased by 45%. To capitalize on this trend, YouTube is deploying new AI tools aimed at making the living room the new prime time for creators.
Automatic Upscaling on TV
YouTube will automatically improve the resolution of low-definition videos to broadcast them in HD (then 4K eventually) on television. Creators and viewers will have an option to disable this feature. This improvement is particularly useful for valorizing creators' back catalogs.
4K Thumbnails
Thumbnails go from 2 MB to 50 MB. YouTube generates and displays thumbnails in 4K to make a good impression on a TV screen and boost click-through rates.
Smart Collections and Series
AI automatically structures content into collections or series to encourage binge-watching and increase viewing time.
A Paradigm Shift
AI is reconfiguring how platforms think about content. The question isn't only "which AI to use to create content?" but "how will AI transform the way content is consumed". And with it, all the new uses and new businesses that will soon emerge.
Conclusion
YouTube perfectly illustrates how artificial intelligence transforms the entire content ecosystem: from its creation to its distribution, to its monetization. Brands and creators who can anticipate these evolutions will take a significant head start.
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