At the annual Made on YouTube event on 23 September, YouTube presented a batch of AI tools that take over part of the work from idea to finished video. According to the announcement, Studio is becoming an “end-to-end creative partner to help across production, packaging, and channel strategy”.

This gives creators the kind of support that only a small production company used to offer, inside a single platform.

What Studio now does with video

Conversational editing is appearing across Shorts and the YouTube Create app. According to YouTube, a creator starts with a prompt, “Start with suggested prompts or your own for a first draft, and keep chatting to choose from personalized suggestions”, and then refines the edit through dialogue.

Ask Studio, until now an assistant inside the web interface, is rolling out to iOS and Android. It can analyse an unpublished video and suggest improvements to “pacing, structure, and storytelling”, and it can propose thumbnails and titles that match the channel’s style.

Ask Studio now also helps with the business side. According to the announcement, it can help write responses to brand briefs and pitch materials, “make it easy to craft tailored responses to briefs, build proactive pitch materials, and land deals faster”. This is work that larger creators usually leave to a manager.

Testing and protecting likeness

Studio can now pit three edits of a video against each other and see which one holds attention. A/B testing of titles and thumbnails has run on the platform for a long time, and according to TechCrunch, creators have already run more than 40 million such tests. An underperforming thumbnail may later this year be replaced by the platform itself.

Likeness detection, which watches for misuse of a creator’s face and voice in someone else’s video, is moving to mobile and combines face recognition with voice recognition. The tool targets deepfakes, which pose a direct threat to creators with their own brands.

Live streams, Shorts and shopping

Live streams will get real-time dubbing. According to Tubefilter, the pilot starts early in 2027. Live showdowns are also arriving, in which two creators join their streams into a battle.

From 23 September, Shorts can be organised into seasons and episodes, which follows the wave of vertical microdramas.

The affiliate shopping programme, in which creators earn commission on sales of tagged products, will expand to 35 countries by the end of the year and add Amazon support in more regions. More than 1.3 million creators take part, and according to YouTube the value of sales it facilitates has grown thirteenfold in two years. Product tags will be localised automatically according to where the viewer is buying from.

What it means for European creators

YouTube announced features with a US focus. Custom feeds, conversational home feeds built from prompts, start in the US first, and live dubbing is rolling out gradually, so European creators will get part of the toolkit later.

The second layer is regulation. The AI Act imposes transparency obligations for AI-generated and AI-edited content, so the rollout of generative editing tools in the EU will run alongside the question of how such content should be labelled. The specific form of labelling for short videos is still being clarified, and the impact will depend on interpretation and enforcement.

For a brand working with creators, this toolkit points the same way as the shift of the screen into living rooms. A creator with platform backing works more like a small studio than an individual with a camera. An earlier preview of the event is also available.

Everything said at Made on YouTube

By Tereza Tiller