As Google’s YouTube hastens to keep up with artificial intelligence rivals, the internet giant is incorporating new generative AI features into its video-sharing platform.

CEO Neal Mohan wrote to the YouTube community that “the power of AI is just beginning to emerge in ways that will reinvent video”. He explained that YouTube creators will soon be able to virtually swap outfits in videos or create “fantastical film settings” through AI’s generative capabilities “in the coming months.”

Alphabet Inc.-owned Google is under increasing pressure to release generative AI products. Though Google has long been seen as a pioneer in the field of artificial intelligence research, some critics have said the company has been too slow to roll out its own tools and services that are ready for public consumption. Meanwhile, rivals in recent months have released wildly popular products, including OpenAI’s ChatGPT and Microsoft Corp.’s new Bing chatbot.

Google announced its own ChatGPT competitor, called Bard, in early February, amid a digital-ad slowdown and speculation that AI-powered chatbots could upend the company’s flagship internet-search business.