Pro Tools developer Avid has announced a “multi-year strategic partnership” with Google Cloud, aiming to integrate generative and agentic AI in Avid’s portfolio of tools and products.

Avid is most notably the company behind industry-standard DAW software Pro Tools, but also makes video editing platform Media Composer, data platform Avid Content Core and notation software Sibelius.

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To start with, the partnership will see Avid integrating Google Cloud’s AI and data analytics capabilities into Media Composer and Avid Content Core.

There’s no mention of integration with Pro Tools just yet, but as Avid describes its mission to “transform video editing from a mostly manual process into an intelligent, AI-assisted experience”, it’s probable the same approach to Pro Tools might be on the horizon.

By leveraging Gemini and Vertex AI, Avid says, Media Composer and Content Core can “analyse and understand media context automatically”, allowing producers and professionals to make queries using natural language.

It also makes possible agentic AI workflows – meaning AI-powered digital assistants can autonomously manage complex tasks, like matching visual styles or identifying emotional cues in raw footage, with reduced human oversight.

“Customers are asking for intelligent tools that plug into existing workflows and scale with their creativity,” says Wellford Dillard, CEO 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.”

“By embedding agentic AI directly into the tools video editors live in, we’re moving beyond simple automation,” says 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.”

So is this announcement a sign that Pro Tools might soon have similar agentic AI integrations? At present, the DAW does have a ChatGPT-style chatbot to help with tasks called Session Assistant, but the introduction of agentic AI would be a significant upgrade.

Learn more at Avid.

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