Johanna Voolich, YouTube’s Chief Product Officer, recently shared some insights into her vision for the app in a new interview series on the platform. One of the key updates Voolich discussed was the thumbnail A/B testing feature, which has been rolled out to 50k creators as part of an initial test pool, with plans to bring it to all creators by the end of the year. This feature was first previewed last June and has been tested with increasingly larger groups since then, showing that YouTube is steadily working on improving the platform.
Voolich also talked about YouTube’s use of generative AI and its focus on developing new AI features. She emphasized that the goal with AI is to enhance the original voice of creators rather than replace it. The current AI elements on YouTube include Aloud, Research tab, Dream Screen, and Dream Track, which provide creators with tools to dub videos in multiple languages, receive content recommendations, add AI-generated image or video backgrounds, and create original music. The focus of generative AI in the app moving forward will be on providing add-on benefits for YouTube creators.
Many social media platforms have implemented generative AI tools that replace human interaction with bot-generated engagement, which can detract from the original purpose of the platform. Voolich is ensuring that YouTube takes a more creator-focused approach to generative AI, emphasizing the importance of the voices of creators and helping them come up with better and newer ideas. By avoiding the replacement of human interaction with AI responses, YouTube is maintaining the social element of the platform and prioritizing creator engagement.
These updates from Voolich shed light on where YouTube is currently at and where it is headed, offering valuable insights for creators looking to plan their YouTube strategy. The platform’s focus on enhancing the original voice of creators through generative AI tools demonstrates a commitment to empowering creators and fostering creativity on the platform. With thumbnail A/B testing being gradually rolled out to creators and new AI features in development, YouTube is continuously evolving to meet the needs of its user base and provide creators with the tools they need to succeed on the platform. Voolich’s leadership and vision for the app indicate a promising future for YouTube and its creator community.