Google Cloud has set a multi-year partnership with Avid as the companies look to add generative and agentic AI tools to the video editing process.
The team-up was announced ahead of Saturday’s start of the NAB Show in Las Vegas, where both companies will have a significant presence.
As part of the agreement, Google’s Gemini models and Vertex AI will be incorporated directly into Avid’s setup, which the companies say will significantly reduce the time required for media discovery and production. Avid will add the Google AI to Media Composer, its non-linear editing system for professional film and TV; and Content Core, a new cloud-native, software-as-a-service platform.
In a blog post, Google Cloud said recent clients have included major local TV station owner Gray Media; Major League Baseball; and NBCUniversal.
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Along with new programming, the blog post observed, “media
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