YouTube’s secret weapon to win back creators: big improvements with artificial intelligence

Google and YouTube, according to data from SimilarWeb, are the two most visited websites in the world. These authentic internet kings they are escorted only by another giant of the network such as Facebook de Meta. Now, you may be wondering what these three platforms have in common. The answer is that their parent companies are doing their best not to lose the position they have achieved.

The French writer Alfred De Musset used to say that “the really important thing is not to reach the top, but to know how to stay there.” Despite the fact that more than a century has passed since that phrase was pronounced, its relevance continues in our times. In the case of Alphabet companies, artificial intelligence (AI) is shaping up to be a diamond in the rough to ensure their leadership.

YouTube follows in the footsteps of Google

We have already seen it with the search engine. Google doesn’t want to lose an inch of ground to Bing, which has forced Sundar Pichai to step on the accelerator with Bard. The video platform, led by Neal Mohan since the recent departure of Susan Wojcicki, is also jump on the AI ​​bandwagonand plans to add a series of improvements based on this technology to attract content creators.

“The power of AI is just beginning to emerge in ways that will reinvent video and make the seemingly impossible possible,” Mohan wrote in an annual post to YouTube members, according to Bloomberg. In the text, the executive described the priorities of the video platform for this year, placing AI as one of the strategic pillars, although, he points out, they will do so with caution.

Apparently following in the footsteps of Pichai, who has tried to be cautious when announcing AI-related products for Google, Mohan says they are “taking the time necessary” to develop the features. new AI features for YouTube. The executive, who has been key in the development of products such as YouTube TV, YouTube Music, MusicPremium and Shorts, apparently doesn’t want to throw his effort away with a misstep.

“Stay tuned in the coming months as we roll out tools for creators as well as safeguards to adopt this technology responsibly,” says the new platform leader, who, it should be noted, was also behind the Trust and Safety team. from YouTube. Of course, we know little about how this will materialize, although he himself has given some clues.

YouTube creators, as he explained, will soon be able to wear digital outfits (this reminds us, in a way, of the promises of the metaverse) and even “create fantastic movie sets”. These functionalities, as we say, will be powered by Google’s generative artificial intelligence. By the way, the company has many solutions that, at the moment, have not left the laboratory.

Finally, let’s remember that the essence of any social platform is the content. In this sense, YouTube has suffered an exodus of youtubers in the last times. Many of them have moved to other platforms like Twitch for the advantages it offered at the level of monetization. Some have returned. Will the AI ​​improvements be enough to bring the majority back? In time we will know.

Images: YouTube | Eyestetix Studio

In Xataka: I dedicate myself to unearthing with a metal detector and I have more than 4 million followers on YouTube