Category: In the News

Late last month, Google plugged its Gemini Omni model into YouTube Shorts’ existing Remix tool, turning it into a way to heavily rework or transform creators’ videos. 

Billed as a way to “easily step into the trends and conversations on YouTube,” the update has instead raised fresh questions across the creator economy about who controls how content is reused and reshaped by AI.

The YouTube Shorts Remix feature has existed since late 2023, but the recent addition of generative AI has fundamentally changed how it works. When viewing a short, a remix icon appears at the bottom of the screen, tapping it lets creators reuse the video or audio. A Gemini logo in the top right opens an “AI Playground” where they can pull from existing templates, create music or generate new content from text.  

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Chris Hassell launched Ralph in 2010 wanting to make cool things and get paid for it. Fifteen years of running an independent shop in advertising made that harder than it sounds. Now he thinks he’s found a way through.

The way Hassell sees it, entertainment is the one part of the creative business that can’t be procured, optimized or automated. You can’t put a kids’ TV show through a procurement process the way you can a display campaign. You can’t performance-market your way to a hit. And whatever AI does to production costs, it can’t generate the rights, the talent relationships or the distribution that a genuine entertainment property requires.

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