Avid and Google Cloud partner to bring agentic AI for media production

In doing so, the collaboration aims to transform video editing from a mostly manual process into an intelligent, AI-assisted experience – reducing the time required for media discovery and production.

Avid is integrating Google Cloud’s AI and data analytics capabilities into two areas of its technology stack: Media Composer, the industry-standard nonlinear editing system for professional film and TV; and Avid Content Core, a new cloud-native SaaS platform that serves as a unified, intelligent data layer for global media assets.

By leveraging Gemini and Vertex AI, these platforms can now analyse and understand media context automatically, enabling production teams to query content using natural language. It also enables agentic AI workflows – digital assistants capable of autonomously managing complex tasks, such as matching visual styles, identifying emotional cues in raw footage, and streamlining metadata logging.

Now commercially available, the cloud-native platform Avid Content Core acts as a unified data layer for global media. By leveraging Google Cloud’s BigQuery, Vision Warehouse, and Vertex AI Search, it reportedly transforms passive storage into an active library, helping global creative teams to access and manage video files from anywhere.

Avid’s editing system Media Composer now features a multimodal extension powered by Gemini. This integration means editors can streamline post-production – from intelligent metadata enhancement and automated logging to generating B-Roll.

With Vertex AI and multimodal Gemini models on both platforms, the agentic search systems can understand the context of every file. Users can describe what they need – based on visual actions, dialogue, or emotional cues.

“Customers are asking for intelligent tools that plug into existing workflows and scale with their creativity,” said Wellford Dillard, Chief Executive at 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.”

"By embedding agentic AI directly into the tools video editors live in, we’re moving beyond simple automation," said Anil Jain, Global Managing Director of Strategic Industries at 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 and Google Cloud will demonstrate these new workflows at the NAB Show in Las Vegas (April 18-22, 2026).

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