YouTube is going large on generative AI — positioning new features coming to the platform as enabling creators to “unlock new forms of expression.”
At its Made on YouTube creator event Wednesday in New York, YouTube unveiled a series of new features and tools for its millions of creators, led by AI.
YouTube has dabbled in gen AI already. Last year, for example, it launched Dream Screen, which produces AI-generated backgrounds for YouTube Shorts. But “we’re just scratching the surface of what’s to come,” Johanna Voolich, YouTube’s chief product officer, said in a blog post. “It’s all about empowering your creativity, not replacing it.”
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YouTube said it will start integrating Google DeepMind’s Veo generative AI video model into YouTube Shorts later this year. That will let creators produce “even more incredible video backgrounds, breathing life into concepts that were once impossible to visualize,” according to Voolich. For example, “Imagine a BookTuber stepping into the pages of the classic novel ‘The Secret Garden’ or a fashion designer instantly visualizing fun and imaginative design concepts to share with their audience.”
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In addition, DeepMind’s Veo will let creators generate 6-second standalone video clips for Shorts. YouTube said AI-generated content will be watermarked using SynthID, and “we’ll apply a label that clearly communicates to viewers it was generated with AI,” Voolich said.
Generative AI also will be a “brainstorming buddy” for creators in the YouTube Studio app via the Inspiration Tab. That will help curate suggestions including video ideas, titles, thumbnails and outlines “to match your style,” according to Voolich. In 2025, YouTube will introduce a new shortcut that takes creators directly to the Inspiration Tab from places like top comments and other videos.
YouTube also is planning to expand its automatic dubbing tool, which can generate translated audio tracks for videos in different languages. That will expand the number of languages it supports, including adding Spanish, Portuguese, French and Italian. YouTube is testing a new capability with a small group of creators, “that will transfer your tone and intonation, the ambiance of your surroundings — and infuse it into the dubbed audio, making the experience sound even more natural,” Voolich wrote.
Here’s a rundown of other new features YouTube announced:
YouTube’s TV apps can organize content by seasons and episodes: Creators will be able to organize their content into seasons and episodes, making it look more akin to subscription streaming services like Netflix. In addition, it plans other enhancements for YouTube on TV screens with “immersive content” that plays directly from a creator’s channel, along with streamlined subscription options and easier access to links in descriptions.
YouTube Communities: The platform is looking to replace comments with Communities, which YouTube calls “a hub for deeper fan engagement.” That will include AI-enhanced reply suggestions “tailored to your style” and other tools, including a community spotlight and audience metrics. Currently, the Communities feature is available to a limited number of channels; YouTube plans to test Communities with more users through the end of the year before broadening availability in 2025.
YouTube Hype: This new feature gives fans a new way to show support for emerging creators. Videos with the most “hype points” will be featured on a dedicated leaderboard, which will (theoretically) increase their chances of discovery and recognition. YouTube has been testing Hype in Brazil, Turkey and Taiwan and plans to expand it to other markets in the coming months.
And there are new monetization features coming to YouTube:
YouTube Gifts, Powered by Jewels: Creators can offer the digital items to generate revenue, launching first on vertical livestreams in the U.S. These will make it “easier for viewers to react, express excitement, and actively participate to add more magic in the moment,” according to YouTube.
Expanded YouTube Shopping: There are now over 250,000 creators in YouTube Shopping affiliate program, which is currently available in the U.S. and South Korea. YouTube is expanding it to Indonesia, in partnership with Shopee, and will next bring the program to Thailand and Vietnam.
