Avid and Google Cloud have announced a multi-year strategic partnership to integrate generative and agentic AI into Avid tools.
By embedding Google’s Gemini models and Vertex AI directly into Avid’s solutions, the collaboration “aims to transform video editing from a mostly manual process into an intelligent, AI-assisted experience, significantly reducing the time required for media discovery and production.”
Avid is integrating Google Cloud’s AI and data analytics capabilities into two key areas of its technology stack: nonlinear editing system Media Composer and cloud native SaaS platform, Avid Content Core.
With Gemini and Vertex AI, these platforms can now analyse and understand media context automatically, allowing production teams to query content using natural language. It also enables agentic AI workflows – digital assistants capable of autonomously managing complex tasks, such as matching visual styles, identifying emotional cues in raw footage, and streamlining metadata logging.
“Customers are asking for intelligent tools that plug into existing workflows and scale with their creativity,” said Wellford Dillard, chief executive officer, Avid. “This partnership with Google Cloud strengthens our ability to deliver secure, AI-driven innovation–while keeping Avid interoperable and adaptable across the broader production landscape. Through our collaboration with Google Cloud, Avid is redefining what’s possible in modern media production by expanding intelligent capabilities across our products.”
“By embedding agentic AI directly into the tools video editors live in, we’re moving beyond simple automation,” said Anil Jain, global managing director, Strategic Industries, Google Cloud. “With Avid Media Composer and Google Cloud, an editor can now collaborate with an intelligent agent to create assets on the fly and handle the heavy lifting of matching styles and filling timelines, enabling them to focus on storytelling instead of infrastructure.”
Avid and Google Cloud will demonstrate these new workflows at the NAB Show in Las Vegas
Jon Creamer
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