Organisations worldwide continue to embrace the power of video content for use cases ranging from marketing their products and services to customers, to training their workforces. San Francisco-based start-up Clueso , which is today announcing a $10 million funding round, believes it can cash in on this growing demand.

Clueso has already signed up more than 1,000 companies to create videos for purposes such as marketing, customer assistance, workforce education and employee onboarding. “We originally started by helping customer-facing teams create product tutorials faster,” explains Akash Anand, Clueso’s co-founder and CEO. “We quickly saw the same problem across marketing, sales, training and internal documentation – that made us realize the opportunity was much bigger.”

Clueso’s pitch to customers is that its artificial intelligence (AI) platform can help them largely automate the process of creating video content. For businesses trying to produce such content at scale, that’s hugely attractive – as long as the quality of the output is up to scratch.

To deliver on this promise, Anand and his co-founders, Neel Balar and Prajwal Prakash, have developed a suite of agents to perform a range of tasks. These include capturing the customer’s product information and workflows, identifying brand requirements, producing and editing content, and keeping that content current by refreshing it as changes require.

Some customers use these tools to create instructional videos for customers that have bought their products and services. Others are using them to make content that trains employees on key aspects of their work. Sales and marketing is also a key use case, with companies using Clueso to produce content such as video for social media.

“Essentially, our product helps anyone within the business to produce video content even if they have no experience of making or editing content,” says Anand. “We help them turn their ideas into polished outputs.”

One early adopter of Clueso’s tools is the software company Atlassian, which uses them to make a variety of content. “[It] has fundamentally simplified how we produce learning videos at scale,” says Garrett Marttinen, the company’s head of customer learning. “They help us turn rough, scrappy input into polished, on-brand output, streamlining our workflows and dramatically reducing the burden of creation and maintenance for my team.

Other customers range from GitLab, the coding development platform to Fifa, the international football federation, so Clueso, founded in 2023, is clearly getting good market traction. “Clueso’s agent makes it easy to automatically transform product knowledge into polished, engaging learning experiences with far less manual effort,” adds Kevin Gross, senior manager of instructional design at software company Zendesk, another customer.

Still, despite such success stories, video content creation is a relatively crowded space, with AI having levelled the playing field. Clueso must compete with traditional video tools such as Adobe Premier Pro, Canva and Camtasia, as well as AI specialists such as Synthesia and Guidde, both of which have completed very sizable funding rounds this year.

However, the market is growing quickly as more organizations recognize the potential of AI to help them create much more content. A study from Grand View Research put the value of the AI video content market at around $790 million last year but forecast it would grow at an average rate of more than 20% a year over the period to 2033, when it could be worth as much as $3.4 billion.

Anand believes Clueso’s investment in agentic AI development will give it an edge in this growing marketplace. He argues that the firm’s agents are sophisticated enough to do much more of the underlying research work necessary to develop content – such as operating the producer’s own products and identifying material that needs updating. “That enables us to automate much more of the production process,” he says.

Investors in the company share that confidence. Today’s Series A round is led by Dharana Capital, with Founders Future and Neotribe Ventures joining as new investors, and continued participation from Y Combinator and f7 Ventures. The funding will accelerate Clueso’s product development as well as boosting its go-to-market activity.

“Video is one of the most effective formats enterprises use to train teams, educate customers and sell products, but traditional video production was never designed for enterprise volume and velocity,” argues Vamsi Duvvuri, founder and managing partner at Dharana Capital. “With AI, video is evolving from static media files into living, context-aware assets that continuously adapt as business processes and products change; Clueso is building the infrastructure powering this shift.”