- Vimeo unveiled AI-powered creator tools at its REFRAME 2025 conference.
- New features include Ask Your Library and Model Context Protocol.
- Vimeo Review and advanced analytics simplify collaboration and monetization.
- Immersive formats like VR180 and Apple Immersive Video will launch soon.
NEW YORK Vimeo has rolled out a new generation of artificial intelligence features and creative tools designed to make professional video production faster and more intuitive. The announcement came during the company’s second annual REFRAME 2025 user conference, where industry professionals and creators gathered to discuss the future of video.
The platform’s latest update focuses on helping creators and teams work smarter while maintaining full control of their content. Vimeo said these AI upgrades will reshape how professionals produce, collaborate, and distribute their videos.
Vimeo Chief Executive Philip Moyer described the event as a moment that highlights the evolution of creative storytelling. He said REFRAME represents a space where creators, enterprises, and innovators come together to explore new ways of pushing the limits of video production.
Smarter Video Search With AI
At the center of Vimeo’s announcement is a new feature called Ask Your Library, currently in beta. This tool allows users to search entire video libraries using simple, natural language instead of keywords or tags. A creator can type a question like “show me every scene where the speaker mentions sustainability” and receive precise, context aware results.
Vimeo explained that this system goes beyond simple word matching. It understands context, tone, and meaning, turning video collections into fully interactive knowledge bases. The company believes this will save creators countless hours of manual searching and organization.
Another feature called Model Context Protocol, or MCP, also in beta, connects video libraries directly to large language models and AI agents. This means creators can build custom workflows that integrate with their existing AI systems. For example, an editor could have an AI assistant automatically locate footage that matches specific themes or topics.
The company also introduced Answer Engine Optimization, which uses AI to generate rich metadata, titles, and chapters for videos. This makes video content easier to find across search engines and future AI driven answer systems.
New Tools for Collaboration and Workflow
Alongside AI powered search, Vimeo unveiled a redesigned suite of creative tools focused on collaboration. One of the most anticipated updates is Vimeo Review, a new feature currently in closed beta with a wider release planned for November.
Vimeo Review allows creators and clients to give feedback directly within the platform. It includes time stamped comments, customizable review pages, and direct integration with Adobe Premiere Pro. By centralizing the review process, Vimeo aims to reduce friction and make collaboration faster and simpler.
The company also announced upgrades to Vimeo Streaming, offering new customization templates and advanced analytics powered by NPAW, a data company used by major streaming services.
These analytics will give creators deeper insight into viewer behavior and performance, while new monetization options through advertising and sponsorships help professionals earn more from their content.
Expanding Into Immersive Video
Vimeo is also stepping into immersive storytelling. The platform now supports VR180 content, allowing creators to host and share immersive videos directly through Vimeo. Later this year, Vimeo will add support for Apple Immersive Video and Apple Projected Media Profile, expanding options for creators working with high end production tools.
This means that content captured on Blackmagic cameras, edited in Final Cut Pro, and formatted for immersive viewing can be published straight to Vimeo. The company believes this update positions Vimeo as a key player in the growing immersive video space.
Empowering Creators and Teams
These updates show Vimeo’s intent to evolve from a simple hosting service into a full-scale creative platform. For independent creators, AI-powered search and automation tools promise to save time and improve productivity. For teams and agencies, integrated review systems and analytics simplify feedback and planning.
Businesses stand to benefit as well, with video libraries that can now be searched, analyzed, and repurposed across departments. Vimeo’s goal is to make every piece of video content a searchable and actionable resource, not just a static asset.
The inclusion of immersive formats adds another layer of opportunity for creators exploring virtual and mixed reality storytelling. Vimeo’s push toward innovation suggests a broader move across the industry to make video more intelligent, interactive, and profitable.
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