editing

Avid Technology, the editing software company, is the latest entertainment industry player to introduce AI into its toolbox.

The company behind industry-standard platforms Pro Tools and Media Composer said it is entering a multiyear partnership with Google Cloud.

The goal is to implement both generative and agentic AI so that users can turn the “mostly manual process into an intelligent, AI-assisted experience,” Avid said in a statement Thursday morning.

“The primary bottleneck in Hollywood is manual labor [in editing] and managing thousands of hours of high-risk footage,” Avid Chief Executive Wellford Dillard told The Times. “This isn’t us just adding a new tool. It’s going from static files sitting on hard drives, to living data that understands its context.”

Google’s Gemini models and Vertex AI will be embedded directly into Avid’s processes, offering customers a chance to accelerate their editing time. Avid’s Media Composer, the editing system used on most professional film and TV productions, will now include a Gemini extension that could enhance metadata and generate B-Roll.

The company said that, overall, using AI on its platforms enables systems to understand the context of every file — allowing users to describe what they need based on visual movements, on-screen dialogue and emotional cues.

Dillard said that when someone uses Media Composer for editing, it can often be frustrating to click in and out of the application in search of the right shot buried within hours of footage. Now, he said, clients can describe the shot to AI, which could find it faster.

Anil Jain, global managing director at Google Cloud, said that these tools can do both simple functions like tweaking a scene’s background, or achieve more complex tasks, like creating promotional material.

“Most storytellers don’t get excited about putting together a promo, but if they could leverage AI to help do it a lot faster, then it becomes more interesting, gets it done and opens up the possibility of more creative time,” Jain said.

Avid, founded in 1987, is based in Burlington, Mass., and has since established itself as a pioneer in digital audio and video editing software. The company said its software was used to edit 87% of this year’s Oscar-winning productions, including the movies “K-Pop Demon Hunters” and “One Battle After Another.”

Avid is one of the many media companies that has recently incorporated AI into its services. In March, Netflix acquired Ben Affleck’s AI filmmaking company, Interpositive. Disney invested $1 billion into OpenAI’s now shuttered Sora platform. Even in the music industry, the “Big Three” labels have inked individual deals with AI startups like Udio, Klay and Suno — after suing a few of the same companies for copyright infringement.

Ramesh Srinivasan, a professor of information studies at UCLA, said these kinds of deals are the “new normal” and that “almost every single industry is being sort of eaten up by the Pac-Man of AI.”

But he said he’s not sure that this kind of AI will only be used for mechanical tasks.

“Editing is a task that involves creativity and human artisanship. An editor is not just someone who mechanically reproduces a number of steps. They have a sense of storytelling in mind,” said Srinivasan. “In terms of AI-created content, the initial research is showing that it is flattening creativity. It’s putting out the dominant patterns that it can copy, rather than reflect, the specific diverse and creative ways we can write, or edit.”

To Dillard, Avid’s CEO, incorporating AI is a way to ensure that creators can make enough content to keep up with audiences’ increasing demands.

“The demand for content is almost insatiable, and dollars are limited. This work can help compress those production timelines [and make] more content,” Dillard said. “Our hope is that we’re actually enabling the world, within the same budget constraints that the studios have today. You’re producing more content, and you are also opening the doors for smaller production houses to be able to produce more content competitively.”

KIM Kardashian has been accused of editing her sister Khloe’s face by fans as the family enjoy a trip to Japan.

The sisters have been living their best lives in Tokyo over the past week, along with Kim’s children, Saint, Psalm and Chicago and Khloe’s daughter True.

The Skims founder, 45, took to Instagram on Saturday to share a photo dump of their trip but soon came under fire for allegedly using editing tools to change the appearance of hers and Khloe’s faces.

In one snap, the pair are seen standing in front of a toy claw machine, as Khloe, 41, holds a stuffed toy in her arms.

The sister duo look flawless with their skin glowing and their make-up on fleek, but fans think she may have altered the pictures.

One person commented: “The amount of facetuning on khloe gaadammmm.”

Another social media user expressed: “We saw you at the Oscar party. We know you don’t look anywhere close to this. Nor does your sister.”

Somebody else said: “Ya’ll do not look like this in person. Kim embrace your age and imperfections. Especially Khloe.”

Yet another penned on Reddit: “Why does khloe look photoshopped in. It looks like she’s been pasted in and resized to be around Kim’s height lol.”

While a fifth added: “I hope those Instagram filters get overtime pay cuz they be working hard af.”

Kim’s new man Lewis Hamilton was spotted with the group in Tokyo earlier this week, before the start of the Japanese Grand Prix.

Things appear to be heating up for the pair as she introduced him to three of her children.

“It’s more than just a casual connection. It takes a lot to capture Kim’s interest and she’s definitely intrigued,” an insider told People.

“He’s just an easygoing guy with great energy.

“Her family likes him and Kim’s very into him. They are both busy with their careers, but see each other as much as possible.”

On Sunday, Kim and Lewis took a stroll around the streets of Tokyo before being sighted by fans.

Surrounded by security, Kim waved back as she walked in a full-body grey dress.

Linking arms with BF Hamilton, the American offered some PDA for those watching on.

Kim’s romance with Lewis became public knowledge after The Sun revealed she flew in from Los Angeles on her £100million private jet to spend an evening with him.

On January 31, the couple enjoyed a brief stay at the exclusive Estelle Manor in the Cotswolds, with insiders saying they had the spa to themselves, before enjoying a meal in a private room.

A source told The Sun: “It all appeared to be very romantic. Kim and Lewis made use of all the facilities on offer.

“She had two bodyguards with her and Lewis had a close protection officer but they remained in the background.

“Two of the three stood guard outside the door to their room, so no one could disturb them.”

Lewis was friends with her ­rapper ex Kanye West, who she divorced in 2022.

A source added: “They had a couple’s massage booked in and had full use of the facilities for just the two of them.

“It was all kept very quiet – they clearly wanted to have some time for just the two of them.”

They hard-launched their romance at the Super Bowl last month, when they were spotted in the stands alongside her sister Kendall Jenner.