Avid Chooses Google Cloud for AI-Powered Video Editing

Alphabet Inc.'s stock rose 2% to $339 on Friday after Avid Technology announced it would use Google Cloud's AI technology in its professional audio and video software. The integration of Gemini Enterprise, a workplace platform, into Avid Media Composer aims to accelerate the creative process for users.

Avid will also make Media Composer available on Google Chrome, enabling remote collaboration among editors working on shared projects. Editors can use Gemini to generate B-roll footage, locate stock video, and handle tagging, logging, and translation tasks without leaving the editing environment.

The partnership extends beyond the editing suite, with Avid integrating Google BigQuery into its software to help production teams analyze operational data such as costs, staffing, resource utilization, and content performance. Additionally, Avid is leveraging Google Cloud tools to enhance its Avid Content Core content management platform.