YouTube is testing an integration with parent company Google’s Gemini AI. Called Brainstorm with Gemini, it invites creators to ideate with video, titles and thumbnails. The limited test makes the feature available to a handful of creators whose feedback will be used in strategizing how and whether to introduce the feature more broadly. In May, YouTube began testing another AI tool, renaming its “Research” tab “Inspiration.” The Inspiration tool provides topics that its algorithm detects a creator’s audience might find interested, supplying an outline and talking points. Brainstorm is similar but supports Google’s AI branding.

Gemini is the flagship name for Google’s family of large language models. “YouTube sees the new addition as a way to gauge whether creators prefer the Inspiration tool, the Gemini integration, or both when it comes to getting help with content ideas,” TechCrunch reports.

“Creators who are part of the experiment can open up YouTube Studio, type out a video idea into the search bar, then be presented with two options: the Inspiration tool and the Brainstorm with Gemini feature.” YouTube introduced Brainstorm with Gemini in a video.

Social platforms are busily experimenting with AI. Snap has integrated AI in a chatbot and also allows users to create custom lenses. Meta has integrated the AI-powered Make a Video feature on its social platforms, including Facebook, Instagram and WhatsApp, for creating short-form clips. The company is also developing technology to allow users to tap AI to build customized avatars.

TechCrunch finds YouTube’s approach is more creator-centric, writing that “while platforms like TikTok and Instagram are currently focusing on using generative AI to give creators the ability to build digital versions of themselves, YouTube is zeroing in on using the technology to help creators build their content.”

TechRadar points out that third-party tools like “ChatGPT and other AI assistants” can also assist creators, but notes that built-in features might be more focused on the streaming video audience, because “YouTube can leverage its data to tailor its suggestions better, and just having the feature built into the platform might make it more enticing” and help users “get a leg up on the YouTube competition.”

While Brainstorm with Gemini is only available on a limited basis, “the Inspiration tab within YouTube Studio analytics, is now available to creators globally,” according to Social Media Today.

TechRadar points out that YouTube has more AI feature to come: “there is supposedly an AI music generator coming to the platform, which pairs well with a recent tool that can remove copyrighted music from your video without taking it down completely.”