According to data from Similar Web, Google and YouTube are the two most visited websites in the world. These are authentic internet kings they are only accompanied by another network giant like Facebook and Meta. Now, you might be wondering what these three platforms have in common. The answer is that their parent companies are doing their best not to lose their position.

The French writer Alfred De Musset used to say, “The important thing is not to reach the top, but to know how to stay there”. Although more than a century has passed since this sentence was pronounced, its importance continues today. When it comes to alphabet companies, artificial intelligence (AI) is shaped like a diamond in the rough to ensure their leadership.

YouTube is following in the footsteps of Google

We’ve already seen this with the search engine. Google doesn’t want to lose an inch to Bing forcing Sundar Pichai to hit the accelerator with Bard. The video platform, which has been led by Neal Mohan since Susan Wojcicki’s recent departure, is also Jump on the AI ​​base wagonand plans to add a number of improvements based on this technology to attract content creators.

“The power of AI is starting to emerge in ways that will reinvent video and make the seemingly impossible possible,” Mohan said in an annual post to YouTubers, according to Bloomberg. In the text, the executive explained the video platform’s priorities this year and placed artificial intelligence as one of the strategic pillars, but noted that they will do it carefully.

Following in the footsteps of Pichai, who apparently tries to be cautious when announcing AI-related products for Google, Mohan says they’re “taking the necessary time” to develop the features. New AI features for YouTube. The executive, who has been instrumental in the development of products like YouTube TV, YouTube Music, Music Premium, and Shorts, doesn’t seem to want to trash his effort with a single misstep.

Neal Mohan, YouTube’s new CEO

“Stay tuned as we deliver tools for creators and measures to responsibly adopt this technology in the coming months,” says the new platform leader, who is also behind the Trust and Safety team at YouTube. Of course, we know very little about how this will happen, although he himself has given some hints.

As he explained, YouTube creators will soon be able to wear digital clothing (which, in a way, reminds us of the promises of the meta universe) and even “create fantasy movie sets”. These functions, as we said, will be powered by Google’s productive artificial intelligence. Meanwhile, the company currently has many solutions that haven’t left the lab.

Finally, let’s remember that the essence of any social platform is content. In this sense, YouTube youtubers Many of them have recently moved to other platforms like Twitch because of the advantages it offers in terms of monetization. Some have returned. Will the AI ​​improvements be enough to bring back the majority? We will know in time.

Images: YouTube | Eyestetix Studio

On Xataka: I am dedicated to extracting earth with metal detector and have over 4 million followers on YouTube.