Webflow, which provides a software platform for creating and hosting websites, is acquiring the AI-driven content generation platform Vidoso to enhance its array of marketing services.

Launched in 2024, Vidoso employs large language models to assist organizations in producing marketing materials such as images, presentations, video snippets, blog entries, and social media posts. For example, the platform can convert a keynote speech or a panel discussion into brief video segments or blog articles.

The team of four from Vidoso is becoming part of Webflow on a full-time basis. Webflow has not revealed the financial terms of the acquisition. Vidoso has secured a total of $3.7 million from Aspenwood Ventures, Emergent Ventures, and Tau Ventures, according to PitchBook data.

“This acquisition is a small team; just four individuals. But the technology and its contributions to Webflow pave a new course […] traditionally, people have viewed us solely as a website creator or CMS. We are stepping into a more agentic marketing platform, and this marks a significant advancement in that journey,” stated Webflow CEO Linda Tong to TechCrunch.

Tong believes AI resources are enabling companies to quickly develop assets and advertisements, yet different departments often operate independently, which negatively impacts the final product. She envisions that with this new acquisition, Webflow can assist businesses in integrating functions such as branding, demand generation, product marketing, and content.

“Frontier models are based on the generalities of the internet, not the nuances of your brand. The initial phase of AI provided marketing teams with potent-but-unregulated AI capable of producing generic content, but unaware of brand systems, rules, templates, and approval workflows that maintain coherence in enterprise marketing. Vidoso was designed to bridge that divide, ensuring AI-generated content is consistent, regulated, and production-ready within the systems marketing teams already utilize,” remarked Vidoso’s CEO Sharad Verma in a statement.

Webflow, which has amassed over $330 million in funding thus far, has been concentrating on expanding its marketing suite for several years. In 2024, the firm acquired personalization startup Intellimize, and earlier in the year, introduced a Google Ads integration for enhanced performance monitoring.

Nonetheless, the company will face considerable competition from a surge of startups aiming to automate marketing tasks with AI, in addition to a plethora of marketing tools integrated into products by Big Tech firms.

Tong is confident that despite this competition, Webflow’s solutions for content creation, campaign administration, and performance monitoring will draw more users to its platform.

“If you’re merely producing numerous assets and deploying them, you now must gather insights, analyze them yourself, and reintegrate them into the learning system. Thus, it’s not genuinely self-learning. You are disrupting a critical element of the content’s success lifecycle. In contrast, with Webflow, you obtain the entire cycle,” she explained.