Hollywood editors get new AI tool

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Avid Technology, known for its video editing software, is joining other companies in the entertainment world by adding artificial intelligence to its products.

Avid, the maker of popular creative tools like Pro Tools and Media Composer, announced a new, long-term partnership with Google Cloud.

Avid announced on Thursday that they’re working to integrate AI tools that both create content and act on users’ behalf, transforming what is currently a largely hands-on process into one that’s smart and AI-powered.

According to Avid CEO Wellford Dillard, the biggest challenge in Hollywood editing isn’t the software itself, but the time-consuming manual work and handling of massive amounts of footage. He explained that Avid is moving beyond simply offering new tools, and is instead creating a system that treats footage as dynamic, contextual data rather than static files stored on drives.

Google’s Gemini AI technology is now integrated directly into Avid’s editing tools, helping users work faster. Avid’s Media Composer, the industry-standard editing software for film and television, will feature a Gemini extension that can automatically improve video descriptions and even create additional footage.

The company explained that AI helps its systems understand the content of files by recognizing visual actions, spoken words, and even emotions. This allows users to easily find what they’re looking for by simply describing what’s happening.

As a long-time editor, I totally get the pain of sifting through endless hours of footage in Media Composer. It’s incredibly frustrating constantly clicking in and out trying to find that one perfect shot. But now, it sounds like things are changing! Apparently, you’ll soon be able to just describe the shot you need to an AI, and it’ll find it for you – which could save a ton of time and headaches.

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In 2024, several large record labels filed lawsuits against AI music creators Suno and Udio, claiming they used copyrighted songs by professional artists without permission.

According to Anil Jain, who leads Google Cloud globally, these tools can handle everything from basic edits, such as changing a scene’s backdrop, to more involved projects like designing marketing content.

Storytellers often don’t enjoy creating promotional materials, but using AI to speed up the process could make it more appealing. It would free up their time, allowing them to focus on the creative aspects of their work, according to Jain.

Founded in 1987 and headquartered in Burlington, Massachusetts, Avid is a leading company in digital audio and video editing. They recently announced that their software was used in editing 87% of the films that won Oscars this year, including “K-Pop Demon Hunters” and “One Battle After Another.”

Many media companies are now using artificial intelligence. For example, Netflix bought Ben Affleck’s AI film company, Interpositive, in March. Disney put $1 billion into OpenAI’s Sora, which is no longer operating. The three biggest music labels have also made deals with AI companies like Udio, Klay, and Suno, even though they’ve also sued some of these same companies over copyright issues.

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Google, owned by Alphabet Inc., and Apple are both including AI-powered music features in their popular apps, showing how quickly artificial intelligence is becoming a part of everyday life.

According to UCLA professor Ramesh Srinivasan, these types of arrangements are becoming commonplace, with artificial intelligence rapidly taking over nearly every industry.

But he said he’s not sure that this kind of AI will only be used for mechanical tasks.

Srinivasan explained that editing isn’t simply a technical process; it requires creativity and skill. Editors aren’t just following a checklist – they’re thinking about how the story unfolds. Early research suggests that AI-generated content tends to stifle originality. Instead of showcasing diverse and creative writing styles, it primarily reproduces common patterns it has learned.

For Jeff Dillard, the CEO of Avid, adding artificial intelligence is about helping creators produce enough content to satisfy growing audience expectations.

There’s a huge need for content, but budgets are tight. Dillard explained that their work aims to speed up production so studios can create more. They hope to empower everyone – even smaller production companies – to compete and produce more content within existing budget limits.

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2026-04-16 17:01