Webflow acquires Vidoso to expand AI marketing tools

Webflow has acquired AI-powered content generation platform Vidoso to strengthen its marketing software capabilities and expand its push into automated brand and campaign management tools.

Webflow, a software platform for building and hosting websites, is acquiring AI-powered content generation platform Vidoso to expand its suite of marketing offerings. The deal brings Vidoso’s four-person team into Webflow, though financial terms were not disclosed.

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Founded in 2024, Vidoso develops technology that uses large language models to generate marketing content across multiple formats. The platform can create images, presentations, video clips, blog posts, and social media material for companies seeking to scale marketing output quickly.

One key feature allows organizations to convert long-form content into shorter marketing assets. For example, a keynote presentation or panel discussion can be automatically transformed into short video clips or written blog posts suitable for distribution across digital channels.

Webflow said the acquisition reflects a broader shift in how companies manage marketing operations. Chief executive Linda Tong said the addition of Vidoso’s technology moves the company beyond its traditional role as a website builder or content management system.

“The acquisition is a small team; it’s four people. But the technology and what it does for Webflow sets a very different path,” Tong told TechCrunch. She said Webflow aims to position itself as an agentic marketing platform capable of managing more of the marketing lifecycle.

Tong said many companies are already using AI tools to produce marketing assets rapidly. However, she argued that those tools often operate in separate departments, creating silos that weaken overall marketing performance and brand consistency.

She said integrating Vidoso’s capabilities will help organizations connect brand management, demand generation, product marketing, and content creation in a single platform. That integration could streamline how marketing teams produce, distribute, and evaluate campaigns.

Vidoso chief executive Sharad Verma said current AI tools often produce generic content because they rely on models trained on broad internet data. According to Verma, those systems frequently lack awareness of a company’s brand rules, templates, and approval processes.

“Frontier models are trained on the average of the internet, not on the specifics of your brand,” Verma said in a statement. He said the first wave of AI tools gave marketing teams powerful but largely ungoverned content generators.

Vidoso’s platform was designed to address that gap by embedding brand guidelines and internal workflows into the content generation process. Verma said the technology ensures that AI-generated marketing assets remain consistent with company branding while being ready for production within existing marketing systems.

The startup has raised $3.7 million in funding from Aspenwood Ventures, Emergent Ventures, and Tau Ventures, according to PitchBook data.

Webflow has raised more than $330 million in funding and has been expanding its marketing technology suite in recent years. In 2024, the company acquired website personalization startup Intellimize, strengthening its capabilities in targeted web experiences.

Earlier this year, Webflow also introduced a Google Ads integration designed to help businesses track marketing performance and measure advertising results more effectively.

The Vidoso acquisition adds content generation to Webflow’s growing set of marketing tools. Those tools now include content creation, campaign management, personalization, and performance tracking.

However, Webflow faces intensifying competition in the rapidly growing AI marketing sector. Numerous startups are developing platforms designed to automate marketing workflows, while major technology companies are embedding AI marketing tools directly into their own ecosystems.

Tong said Webflow’s strategy is to provide a unified platform that connects content creation with analytics and performance feedback. She said many existing AI tools produce assets but fail to close the loop by analyzing campaign performance and feeding insights back into the system.

“If you’re just creating a bunch of assets and deploying them, you now need to capture insights, analyze it yourself and then put it back into the learning system,” Tong said. “So it’s not actually self-learning.”

She said Webflow aims to provide a full-cycle system where marketing teams can generate content, deploy campaigns, track performance, and apply insights automatically within the same platform.

Tong said that integrated approach could attract more companies seeking to manage the entire marketing lifecycle through a single technology provider. She added that Webflow believes combining AI-driven content generation with campaign analytics will help customers produce more effective marketing strategies at scale.