YouTube, the popular video-sharing platform owned by Google, is set to introduce AI-powered tools for its creators. The move comes as Google faces mounting pressure to keep up with its AI rivals such as OpenAI and Microsoft, both of which have already launched their own AI-based products, including chatbots and image-creating services.

In his first message to the YouTube community since taking over as head of the video service last month, Neal Mohan emphasized the potential of AI, stating that it “will reinvent video and make the seemingly impossible possible.” He went on to reveal that YouTube creators will soon be able to use AI’s generative capabilities to swap outfits or create fantastical film settings.

Despite being seen as a pioneer in the field of AI research, Google has been criticized for being slow to release its own AI tools and services for public consumption. In recent months, AI-powered products from Google’s rivals, including OpenAI’s ChatGPT and Microsoft’s Bing chatbot, have become popular despite concerns over their accuracy and appropriateness.

Google’s response to this pressure has been to develop its own ChatGPT competitor, called Bard, and YouTube’s Mohan has indicated that the company will be cautious in introducing its generative AI features, stating that they will be developed “with thoughtful guardrails” and “protections to embrace this technology responsibly.“

As the power of AI continues to grow, it is clear that companies such as Google must keep up with their rivals by introducing new and innovative AI-powered tools and services. However, as Mohan’s comments suggest, it is equally important that these companies remain mindful of the ethical implications of AI and ensure that their products are developed in a responsible and transparent manner.