Avid, Google Cloud partner to integrate agentic AI into media production tools

Avid and Google Cloud have announced a multi-year partnership to integrate generative and agentic artificial intelligence into Avid’s media production tools, including Media Composer and Avid Content Core.

The collaboration embeds Google Cloud’s Gemini models and Vertex AI into Avid’s platform to automate time-intensive post-production tasks and enable AI-assisted editing workflows, the companies said. The effort is aimed at reducing manual processes in media discovery, metadata logging and content creation.

Avid is integrating the technology into Media Composer, its nonlinear editing system, and Avid Content Core, a cloud-native platform designed to serve as a centralized data layer for media assets. The companies said the integration enables users to analyze content context and search media libraries using natural language queries.

“Customers are asking for intelligent tools that plug into existing workflows and scale with their creativity,” said Wellford Dillard, chief executive officer of Avid. “This partnership with Google Cloud strengthens our ability to deliver secure, AI-driven innovation–while keeping Avid interoperable and adaptable across the broader production landscape. Through our collaboration with Google Cloud, Avid is redefining what’s possible in modern media production by expanding intelligent capabilities across our products.”

The companies said the integration also enables agentic workflows, where AI-driven assistants can perform tasks such as matching visual styles, identifying emotional cues in footage and assisting with timeline creation.

“By embedding agentic AI directly into the tools video editors live in, we’re moving beyond simple automation,” said Anil Jain, global managing director, Strategic Industries, Google Cloud. “With Avid Media Composer and Google Cloud, an editor can now collaborate with an intelligent agent to create assets on the fly and handle the heavy lifting of matching styles and filling timelines, enabling them to focus on storytelling instead of infrastructure.”

Avid Content Core is now generally available, offering a cloud-based environment that uses Google Cloud technologies including BigQuery, Vision Warehouse and Vertex AI Search to manage and access media assets globally. The companies said the system transforms media storage into an active, searchable library.

The new capabilities will be demonstrated at the NAB Show in Las Vegas, where both companies are showcasing AI-driven media workflows.