Brightcove launches Gen 2 video platform with AI hub

Brightcove has launched Brightcove Gen 2, the latest version of its video platform, bringing together more than 22 product changes and over 30 platform updates.

The update is designed to help video teams increase revenue, reduce manual work, and simplify production, distribution, and monetisation. It follows 18 months of development focused on both new tools and the platform's underlying infrastructure.

At the centre of the launch is AI Agentic Hub, a new feature that lets AI agents analyse data, generate insights, and take action across the platform through a chat-based interface.

Rather than completing tasks one by one, users can define an outcome. The agents can work across content management, metadata, workflow optimisation, and experience configuration.

The wider Gen 2 release is organised around three areas: helping customers earn more from video, do more with existing resources, and use a stronger platform that supports faster product development.

Several Gen 2 elements have been introduced over the past year, including a redesigned Prism user interface, additional monetisation tools, localisation and accessibility features, Next-Gen Live, and AI-based functions intended to reduce manual work.

AI focus

AI Agentic Hub stands out because Brightcove is positioning it as a system that can move from analysis to action within the same platform. It is already in production for customers, with a broader rollout planned later.

In practical terms, a team could use the system to identify patterns in video performance data and then trigger changes in workflows or content settings without moving between separate tools. This reflects a wider trend in business software, as suppliers try to build AI systems that can carry out multi-step tasks rather than simply answer queries.

Brightcove also linked the Gen 2 launch to changes in audience behaviour, saying video teams are under pressure to reach viewers across more devices and languages while tailoring experiences and extracting more value from each audience segment.

"Video teams are expected to reach more audiences, personalise experiences across devices and languages, drive more value from every viewer, and move faster than ever, often without adding headcount. That's the tension Brightcove Gen 2 is built to resolve," said Facundo Alvarez Morales, Head of Product, Brightcove.

He added that Brightcove sees video becoming more important as chat interfaces and AI-led experiences become more common.

"We've strengthened the platform's foundation and introduced new ways to automate work and unlock revenue, so teams can do more, experiment faster, and adapt as their needs evolve. Gen 2 also reflects where we see video heading. As audiences increasingly engage through chat and AI-powered experiences, video's role as the medium that delivers depth and rich experiences becomes even more important. We want our customers leading that shift, not reacting to it," said Morales.

Platform changes

Brightcove described Gen 2 as its biggest platform shift in several years. The update combines visible product changes with work on reliability, security, and the core systems that support the service.

That mix of front-end and back-end changes matters for customers using video across marketing, media, internal communications, and paid content models. For those companies, platform decisions increasingly affect not just publishing and playback, but also how quickly teams can repurpose material, adapt it for different markets, and turn audience data into commercial decisions.

The latest phase of development has also been shaped by collaboration with customers and by added engineering, AI, data, and product expertise from Bending Spoons. Brightcove said those resources have helped speed up development over the past year.

For the video software market, the launch underlines how suppliers are trying to combine workflow tools, monetisation systems, and AI functions in a single offering. Brightcove's approach suggests it sees the next stage of competition resting less on basic video hosting and more on how well platforms can automate operational work around video.

AI Agentic Hub is already available to customers in production.