by Google
Every September, YouTube unveils its vision for the future at its Made on YouTube event. This year, it brought even bigger news than in previous years, especially in the area of artificial intelligence. Creators, brands, and musicians are getting their hands on new tools that are changing the way they create, publish, and monetize on YouTube.
Why is this news important? Because it comes at a time when competition between platforms has never been greater and audiences expect faster, more creative, and more personal content. YouTube is responding to these challenges by investing in an AI-first approach, where tools are no longer just an add-on, but become a fundamental pillar for effective creation, analysis and monetization.
The main idea of the event is that YouTube is transforming into a platform where AI helps not only accelerate creation, but also unlock new forms of creativity, collaboration and earnings. From video generation to smart tips in Studio, to new ways to interact with fans.
AI tools for Shorts
One of the biggest new features that YouTube has introduced is AI creative tools for Shorts. The goal is to enable creators to create even faster and more creatively, even without a large team or expensive equipment.
Generation of backgrounds, props and styles
Thanks to the Veo 3 Fast model, creators can literally change the visuals of a video with a single command. Just write a prompt and the AI can generate a new background (e.g. night New York or a futuristic scene), add objects or props or transform the entire clip into a different visual style (pop art, origami, comics, etc.).
“Speech to Song” function
Another revolutionary innovation is “Speech to Song”. AI converts spoken words directly into a melody or rap. Powered by the Lyria 2 music model, this tool gives creators the ability to instantly insert musical moments into videos that would otherwise require a producer or musician.
Shorts thus become an even greater space for experimentation and community building, while the barrier to entry for new creators has never been lower.
News in YouTube Studio
Shorts push the boundaries of creativity, but YouTube Studio is where creators plan, analyze, and manage their strategy. At Made on YouTube 2025, YouTube announced a series of improvements that are designed to streamline work, deliver better results, and increase creator safety.
A/B testing of subtitles
Previously, creators could only test thumbnails, but now A/B testing of subtitles is also being added. Creators will be able to verify which title brings a higher CTR (Click-Through Rate) and works better with their audience. This feature will make it easier to optimize videos before they finally settle in recommendations.
Ask Studio – AI advisor
The biggest draw is definitely Ask Studio – AI chat built on the Gemini system, which can respond to data directly from analytics. A creator can simply ask questions like “Why does this video have a lower watch time?”, “Suggest a better title for this clip.”, or “How can I increase engagement on Shorts?”
The AI advisor will answer based on available data and trends. This gives creators something like a personal strategist 24/7, right in their YouTube Studio.
Identity protection – deepfake clone detection
YouTube is also addressing the growing risk of deepfake content. A new system in Studio can alert creators if a video appears on the platform that exploits their face or voice. With this step, YouTube strengthens identity protection and content credibility.
Podcasts and live streams
YouTube is also not forgetting formats that have grown significantly in recent years, such as podcasts and live streams. The news announced in 2025 shows that the platform wants to strengthen not only content creation, but also the way this content is discovered and monetized.
Podcasts: audio → video in a few clicks
New AI tools will allow creators to automatically convert audio podcasts into video. This means podcasters can quickly publish their content in video format, with dynamic visuals, captions, or graphics. In addition, YouTube has added an automatic clip feature from recordings, which allows creators to instantly pull out the most interesting moments and turn them into Shorts.
Live streams: more interaction, more options
For streamers, YouTube has introduced several major improvements. The first is simultaneous horizontal and vertical broadcasting to better adapt content to the audience, then React Live, i.e. the ability to react to other streams in real time, AI highlights, which are automatic compilations of the best moments that can be used immediately as Shorts and Playables, more than 75 games available during the stream as a form of interactive entertainment.
Music on YouTube
Music is one of the areas where YouTube has been connecting creators and fans for years. On the occasion of 10. YouTube Music's 100th anniversary, the platform has introduced a series of new features that take the interaction between artists and audiences to a whole new level.
New fan features
Pre-save and countdown – fans can save a song or album in advance and watch the countdown until its release. This builds anticipation similar to movie premieres.
Exclusive video drops – special behind-the-scenes videos or thank-you messages from performers intended only for top fans.
Exclusive merch – a pilot program (first in the US) gives the biggest fans access to limited pieces even before the official sale.
Connections with concerts and live experiences
Partnerships with Bandsintown will allow fans to find out about upcoming concerts, merch purchases, or new releases directly in the app. This creates a connection between the online music experience and the real world.
Music on YouTube is becoming more than just a streaming platform, it is turning into a community place where fans live with the music of their favorite artists.
Brand Collaborations & Shopping
YouTube is not only a platform for content creation, but also an increasingly powerful space for brand deals and e-commerce. The announced news shows that YouTube wants to make it even easier for creators to connect with brands while opening up new opportunities for effective monetization.
Brand partnerships: new forms of collaboration
Dynamic brand slots – creators can add branded content to special sections in longer videos that can later be changed or sold to another brand. This means that the video can earn money repeatedly.
Brand deals in Shorts – creators can add direct links to partner websites and brands get better conversion tracking. Shorts are thus becoming an equal space for collaboration, not just for entertainment.
Creator partnerships hub – a new tool in Google Ads that uses AI to recommend suitable creators for collaboration to brands.
YouTube Shopping: AI and more choice
YouTube is expanding its Shopping program with new brands (e.g. Nike, Etsy, Best Buy) and is also introducing AI product tagging, thanks to which it can automatically identify and label products in content. It's an easier way for viewers to buy, and an additional source of revenue for creators.
From a platform-wide perspective, it's not just about new features, it's about a total shift. YouTube is no longer just about being a place to publish video. It's becoming a comprehensive place for creation, interaction, community, and commerce, with AI at the heart of the ecosystem.
The Made on YouTube 2025 event made it clear that the platform is entering a new era. AI-first approach is not just a marketing phrase, it's a strategy that fundamentally changes the way creators create content, brands collaborate with influencers, and fans experience their favorite creations.
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Source: Made on YouTube 2025
