Webflow, a platform for building and hosting websites, is acquiring AI-driven content-generation platform Vidoso to enhance its marketing offerings.
Founded in 2024, Vidoso leverages large language models to assist organizations in creating marketing materials like images, presentations, videos, blog posts, and social media content. The platform can, for instance, convert keynote talks or panel discussions into short video clips or blog posts.
Vidoso’s team of four will join Webflow full-time. Webflow has not disclosed the financial details of the acquisition. According to PitchBook data, Vidoso has raised $3.7 million from Aspenwood Ventures, Emergent Ventures, and Tau Ventures.
Webflow CEO Linda Tong explained that while the acquisition involves a small team, it marks a strategic shift for Webflow towards becoming an agentic marketing platform, moving beyond its historical perception as a website builder or CMS.
Tong believes AI tools enable rapid asset and ad creation, but departmental silos often undermine the final product’s quality. She asserts that, with the acquisition, Webflow can effectively integrate functions such as brand management, demand generation, product marketing, and content.
Vidoso CEO Sharad Verma stated that frontier models are trained broadly on internet data, not on specific brand details. He noted that initial AI tools provided ungoverned capabilities for generic content generation, often overlooking brand systems and workflows. Vidoso aims to bridge this gap by making AI generation consistent and production-ready for marketing teams.
Webflow has raised over $330 million in funding and has been expanding its marketing suite in recent years. It acquired the website personalization startup Intellimize in 2024 and launched a Google Ads integration to improve performance tracking earlier this year.
However, Webflow will face competition from many startups automating marketing functions with AI and from marketing tools integrated into products by Big Tech companies.
Despite the competition, Tong believes Webflow’s capabilities for content creation, campaign management, and performance tracking will draw more customers.
Tong also mentioned that merely creating and deploying assets requires capturing insights and analyzing them manually, which interrupts the learning cycle. She suggests that Webflow offers a comprehensive solution with a complete feedback loop.