Webflow buys AI content creation platform Vidoso to bolster its marketing stack

Webflow, which offers a software platform for building and hosting websites, is acquiring AI-powered content creation platform Vidoso to enhance its suite of marketing offerings.

Founded in 2024, Vidoso uses large language models to help organizations create marketing collateral such as images, presentations, videos, blog posts, and social media content. For example, the platform can turn a keynote talk or panel discussion into short videos or blog posts.

Vidoso’s team of four joins Webflow full-time. Webflow did not disclose the financial terms of the deal. Vidoso has raised a total of $3.7 million from Aspenwood Ventures, Emergent Ventures and Tau Ventures, according to PitchBook data.

“The acquisition is a small team; four people. But the technology and what it does with Webflow sets a completely different path […] People have historically looked at us as a website builder or content management system (CMS). “We are an agent marketing platform, and this is a big step in that direction,” WebFlow CEO Linda Tong told TechCrunch.

Tong believes that AI tools help companies create assets and ads very quickly, but different departments work in silos, which hurts the final product. It believes that Webflow, with its new acquisition, can help companies connect functions such as branding, demand generation, product marketing, and content.

“Frontier models are trained on the average of the internet, not on the specifics of your brand. The first wave of AI gave marketing teams powerful but unsupervised AI capable of generating generic content, but oblivious to the brand systems, rules, templates and approval workflows that hold enterprise marketing together. Vidoso is designed to bridge this gap, making AI generation consistent, organized and production-ready within the systems marketing teams already use,” said Sharad Verma, CEO of Vidoso. Statement.

Webflow, which has raised more than $330 million in funding to date, has been focused on building its marketing stack for a few years. The company acquired website personalization startup Intellimize in 2024, and earlier this year, it launched a Google Ads integration to better track performance.

However, the company will be competing with a massive influx of startups trying to automate marketing functions using AI, as well as the plethora of marketing tools that big tech companies have built into their products.

Tong believes that despite all this competition, Webflow’s offerings for content creation, campaign management and performance tracking will attract more customers to its platform.

“If you’re just creating a bunch of assets and publishing them, now you need to capture the insights and analyze them yourself and then feed them back into the learning system. So, it’s not really self-learning. So, you’re breaking a big part of the life cycle of the success of that content. Whereas in Webflow, you get that full cycle.”