Cleo Abram & Amjad Hanif’s hot takes on AI, ownership & your channel's future

Here at YouTube, we're constantly inspired by the creativity and innovation happening across our platform. We recently had the chance to hear from award-winning video journalist Cleo Abram (creator of "Huge If True") and YouTube's own Head of Creator Product, Amjad Hanif, as they discussed the evolving landscape of content creation and technology.

Their conversation was packed with insights, but here are three major takeaways about the present and future of YouTube:

1. Empowerment Through Ownership and Niche Audiences: YouTube uniquely empowers creators by allowing them to own their work and build businesses around their passions. As Cleo shared, the ability to truly own your work and narrative is a powerful motivator. Unlike traditional media models that often require broad appeal, YouTube's scale allows creators to connect directly with specific, passionate audiences around the globe. This "niche" approach means unique, specialized, and even "weird stuff" can find a dedicated following and thrive. It also opens doors for diverse perspectives, including the optimistic takes on science and technology that Cleo focuses on, which she notes can sometimes be overlooked in journalism's tendency towards negativity. We're focused on building the tools and community features that help creators find and engage these dedicated audiences.
   
   
2. YouTube's Multi-Format Evolution Drives Growth: YouTube has evolved far beyond its desktop origins. Today, it's a dynamic, multi-format platform meeting viewers wherever they are. Whether it's the quick, engaging discovery possible with Shorts, immersive long-form content perfect for "leaning back" on TV screens, interactive Live streams, or engaging Podcasts, creators have a full suite of tools to tell their stories. This flexibility caters to diverse viewer habits and has been instrumental in driving creator success. As Amjad highlighted, the number of creators earning income through our programs has surged from around one million to over three million in recent years – a testament to the opportunities unlocked by this multi-format ecosystem accessible across mobile, desktop, and living room devices.
   
   
3. AI as a Creative Partner: Artificial intelligence is rapidly becoming an invaluable partner for creators. It's not about replacing creativity, but enhancing it. AI works behind the scenes in discovery, helping connect viewers with content they'll love. We're also building AI tools directly into Creator Studio to assist with the creative process itself. Imagine getting help brainstorming ideas, drafting scripts, analyzing performance insights, or effortlessly reaching global audiences through AI-powered translation and dubbing. As Cleo emphasized, with these powerful tools comes responsibility. That's why we're committed to developing AI responsibly, including building technology to protect creator likeness and ensure creators have control. Our goal is to use AI to help creators streamline their workflows, reach new audiences, and unlock even more creative potential, while also developing safeguards like likeness protection.

The conversation between Cleo and Amjad paints an exciting picture of the future – one where technology empowers creators, connects global communities, and enables more diverse stories to be told than ever before.

Want to dive deeper into their discussion?

We recommend watching the full video to hear more about the evolution of YouTube, the impact of AI, and the optimistic vision for the future of creation.