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YouTube Looks to Creators (and Their Data) to Win in the AI Era

YouTube Looks to Creators (and Their Data) to Win in the AI Era

Bloomberg18-04-2025
Bloomberg News reporter Mark Bergen charted YouTube's turbulent journey to become the sleeping giant of modern media in his book Like, Comment, Subscribe (Viking, 2022). Since then, a boom in artificial intelligence has presented the video giant with one of the biggest challenges and opportunities in its 20-year lifespan. In this Next Chapter, Bergen looks at what's ahead for YouTube in the era of AI.
Amjad Hanif, a YouTube vice president, recently met with Egyptian influencer Farah Medhat, who has a huge following overseas. Medhat's second-largest audience on YouTube is in South Korea, where fans watch her Arabic videos with subtitles. Hanif believes his company's artificial intelligence will soon make Medhat a fluent Korean speaker onscreen, letting her reach even more viewers.
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US Open launching dating show during grand slam tournament
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