YouTube Puts AI at the Core of Its Content Creation Strategy

YouTube has now placed artificial intelligence at the heart of its strategy, unveiling more than 30 AI-powered tools designed to enhance how videos, podcasts, and music are produced, edited, and consumed at its Made on YouTube 2025 event.

This comes as YouTube, owned by Google’s parent company Alphabet, edges closer to overtaking Disney in media revenue. 

Analysts project YouTube’s earnings this year will surpass Disney’s nearly $60 billion from 2024, strengthening its place as the most influential media platform in the United States.

CEO Neal Mohan said, “These are tools, and really just that. Make no mistake: no studio, network, tech company, or AI tool will own the future of entertainment,” he told the audience. He added that video creation on the platform must be recognised as “a viable, respectable and sustainable career path.”

Tools for Creators

Among the new features are Edit with AI, which converts raw footage into Shorts with music, transitions, and voiceovers in multiple languages; Speech-to-Song, which turns spoken words into music tracks using Google DeepMind’s Lyria 2 model; and Veo 3 Fast, a text-to-video system that generates short clips with sound and motion effects.

YouTube also introduced AI visuals for podcasts and new fan-engagement tools for artists, including music rewards and album countdowns. These updates highlight how the platform is positioning itself not just as a video hub but as a full-fledged entertainment ecosystem.

Shifting Power in the Media Landscape

According to Nielsen, YouTube held 13.4% of U.S. viewership in July 2025, outpacing Disney’s 9.4%. Alphabet disclosed that YouTube’s combined advertising and subscription revenue topped $50 billion in the four quarters ending September 2024. Since 2021, it has paid out more than $100 billion to creators, artists, and media companies, with a growing share of earnings now coming from connected TVs.

This rise shows how creators have become the new face of mainstream entertainment. Personalities such as Dua Lipa, Mark Rober, Smosh, and Brandon B., each commanding tens of millions of subscribers,  are filling the cultural space once overwhelmed with Hollywood studios and late-night TV hosts.

Balancing Innovation with Responsibility

Amjad Hanif, YouTube’s vice president for creator products, revealed that staff are already using AI to speed up idea generation and product development, which explains the sharp increase in new features compared to last year’s event.

However, Mohan stressed that innovation must come with responsibility. All AI-generated content will carry SynthID watermarks and labels to protect users and maintain trust as AI integration deepens.

With AI now woven into its strategy, YouTube is bolstering entertainment which will be driven less by traditional studios and more by individuals using powerful new tools to reach billions.

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