"When we launch an AI product, it's important to us that the models produce quality high enough for a Super Bowl commercial," said Itzik Elbaz, founder and co-CEO of Artlist, in a conversation with Anat Horvitz, Director and Sector Lead at Google, as part of Google and Calcalist’s Startup Week.
Itzik, tell us a little about yourself, about Artlist, and about the journey you've taken in the AI world over the past two years.
"Artlist is deeply embedded in the world of video creators. We provide both tools and content to help them create higher quality content that supports their marketing campaigns and helps them grow as creators. Over the past two years, we have continued to develop new features, products, and content libraries. We have also launched specialized voiceover, image, and video catalogs that have had a strong impact."
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Itzik Elbaz
(Photo: Sinai David)
How do you decide which AI products to launch? And how do you integrate them with your vast content library?
"We are very customer-centric. The customer is at the heart of everything we do. The company is built around video creators, and we are always thinking about what will benefit them. These are the tools we build. Even when AI first started gaining traction, all of our departments, whether in content or technology, were already evaluating it from both artistic and technological perspectives. We have two main criteria. One is quality. The other is licensing. We make sure that AI-generated content is licensed for commercial use."
Let’s take a step back and talk about the intersection of human creativity and AI tools. Many creators feel uneasy about these tools. As a company focused on this audience and developing AI products, you are uniquely positioned to observe this evolving relationship. Tell us about that interaction.
"This issue is close to our hearts. It goes to the core of what Artlist is. We connect creativity with technology. When it comes to these technological models and the creative vision that video creators bring, we see our job as building a bridge, and that bridge must be human. We are constantly exploring how to create the best user experience, how to help creators express what is in their minds as clearly as possible, and how to inspire even more creativity in video production."
Do you feel that video creators are increasingly adopting these tools?
"We see strong demand in this space. I think that ever since tools like Midjourney emerged, creators have been seeking out what is new and interesting. They are always looking to stay ahead. This was true even before Artlist existed. Our job is to curate and to bring them the most up-to-date, highest quality tools. We also ensure that the licensing is in place so that everything can be used commercially. That is what really sets us apart. Yes, there is some fear, but it comes with genuine excitement and a strong desire to adopt these tools."
You are a company that launches many products, sometimes several each year. Some, like your content libraries, are less AI-based. Others, like the recently launched voiceover tool, are deeply AI-driven. How does launching an AI product differ from previous launches?
"I think launching an AI-based product, or more broadly pursuing a strategy of transparency with customers, is very specific to this field. In AI, customers want to understand what is coming next, what our roadmap looks like, and what we as a company are building toward. Another key aspect is reassuring our users. Often, we roll out a campaign for a new product and many people are concerned that it could disrupt their industry. Our role is to provide as much clarity as possible and to guide them through the change."
Let’s talk about the future. Where do you see Artlist in three to five years? And how do you see the world of video content creation evolving?
"I see opportunity, I see competition, and I see our ability to adapt as a guiding principle. I believe we will continue evolving in response to new tools and technologies that offer value to our customers. As I often say, we are a customer-first company. We are not here to build for our own sake or to stick to tradition. We will always look for what serves our users best. So in the next two to three years, I see Artlist continuing to change. The relationship between the products we have built over the past decade and the ones we will build in the future will evolve significantly. We will see a new and fascinating landscape. Our mission is to keep exploring, questioning, and creating the best tools for video creators. That is exactly where we plan to be."