Cloudinary adds AI video publishing tools to MediaFlows

Cloudinary has added AI-driven video publishing automation tools to MediaFlows, bringing new post-production capabilities to its no-code workflow platform.

The update automates subtitle generation and translation, metadata creation, and chapter marker production for video content. The additions are intended to cut manual post-production work and help brands publish video across markets with fewer specialist resources.

MediaFlows is Cloudinary's workflow automation product for image and video operations. The latest release extends it into publishing tasks that typically sit between editing and distribution, including localisation, accessibility, and search preparation.

Users can build custom workflows in MediaFlows through a no-code builder or a natural language workflow agent. The new functions can be added to those automated sequences.

Video workflow

One tool generates subtitles from original audio and translates them into multiple languages. It is aimed at companies publishing to international audiences or trying to meet accessibility requirements without managing subtitles manually for each asset.

Another feature creates video metadata, including titles, descriptions, and tags. This can support discovery within digital asset management systems and improve how video content appears in search engines and large language model-based search tools.

Cloudinary has also introduced automated chapter generation for long-form content. Chapter markers can help viewers navigate product demonstrations, explainer videos, and reviews without manually scanning through an entire video.

The launch reflects broader demand from brands that now treat video as a standard part of marketing, commerce, and customer communication. As content volumes rise, companies are under pressure to prepare video for different languages, devices, and distribution channels while keeping production timelines short.

Cloudinary cited research from Wyzowl showing that 63% of consumers prefer to learn about products through video. That preference has increased the operational burden on businesses that need to produce more content while also making it searchable and accessible.

For many companies, these tasks are still handled by editors, marketing teams, or specialist agencies. Subtitle translation, metadata tagging, and chapter creation are often repetitive, but they remain important for discoverability and usability, particularly for brands publishing across multiple regions.

Market pressure

The new tools are aimed at sectors including eCommerce, media and entertainment, and enterprise technology. These industries often need to move quickly, especially when product launches or market updates must be published on the same day in multiple countries.

Accessibility rules are another factor driving demand for subtitled and localised video. Businesses operating in regulated markets can face additional compliance work when publishing video material, especially if it is customer-facing or part of a broader digital service.

Changing search habits are also affecting how media companies and brands package video. Beyond traditional search engine optimisation, publishers are increasingly considering how content is surfaced in AI-assisted search and answer tools, which can depend on clear metadata and structured information.

Cloudinary said the new MediaFlows video functions are generally available. The company has more than three million users and 11,000 customers, including Adidas, Etsy, Fiverr, Grubhub, Mattel, Minted, Paul Smith, and Zalando.

The business positions itself as a platform for managing and delivering image and video assets for brands and developers. Its broader offering includes tools to store, transform, optimise, and distribute media across websites, apps, and other digital channels.

The move adds to a growing list of software products that apply AI to production workflows rather than content creation itself. In video publishing, that trend has focused on cutting the time spent on preparation tasks outside the creative process but necessary before release.

Speaking about the update, Cloudinary pointed to the tension between video's strategic importance and the operational complexity of publishing it at scale.

"Every brand knows that video matters. It helps boost everything from conversions to engagement to trust. The brands that win are the ones that successfully operationalise it," said Tali Rosman, Managing Director, Video at Cloudinary. "MediaFlows helps teams automate essential work that usually slows video down - localisation, metadata, and navigation. It turns scale and complexity from being production bottlenecks into competitive strengths."