Avid and Google Cloud Partner to Bring Agentic AI into Media Production Workflows
Avid and Google Cloud have formed a strategic partnership that will see the two companies collaborate to incorporate Generative and Agentic Artificial Intelligence technology into professional media editing software. This marks a significant change in the way that films and television productions are edited. Through this collaboration, which incorporates Gemini models and Vertex AI from Google, Avid’s products including Avid Media Composer and Avid Content Core will gain the ability to automatically tag and index media files, perform semantic analysis on content, and provide an assistive environment in which B-roll can be generated, emotions identified, and visual styles matched.
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Agentic AI allows for automated completion of multi-stage processes in media creation, which will lead to a considerable reduction in media finding and editing times and allow creative agencies to concentrate more on their core competencies – telling stories. Also, the Avid Content Core represents a cloud native data platform which helps transform passive media objects into searchable and intelligent media assets available globally. In terms of B2B technologies, the partnership is another example of the emergence of agentic AI among creative agencies in order to increase productivity.
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