Empowering brands and creatives with a world-leading video hosting platform
THE CUSTOMER
Vimeo is a global video platform that empowers creators, brands, and storytellers with intuitive tools to host, share, and monetize video content. With more than 300 million active users and an exceptionally diverse customer base, the company faces a unique challenge: delivering industry-leading creative capabilities that serve a wide range of needs and use cases.
With demand for high-quality creative output growing across users and internal teams, Vimeo’s Brand and Production team saw the need for a unified strategy to accelerate AI adoption and support creatives across the organization.
To learn more about Vimeo’s journey with Superside, we spoke with:
- Meagan Wood, Director of Integrated Production
- Bia Castro, Director of Brand and Creative
- Leif Huron, Lead Production Manager, Creative Operations
Superside really helped us solidify our approach toward AI and gave us better insights into the tools. Even our legal team was part of the assessment.
THE CHALLENGE
Vimeo and Superside have been working together for several years. At first, Superside was assisting the Vimeo team by providing creative support and solutions for both in-house and external projects. During that time, it became clear that Vimeo needed more creative output and better internal adoption of AI capabilities to continue scaling.
Superside proposed a focused solution: deploying an AI diagnostic across Vimeo’s Creative and Production teams to identify high-impact opportunities and lay the foundation for scalable AI transformation.
Vimeo had already begun experimenting with AI, but the Creative team faced some challenges on the path to becoming an AI leader:
- Experimentation was fragmented. While individual exploration is valuable, Vimeo needed a structured approach to ensure AI capabilities were consistently embedded and scaled across teams.
- Legal and compliance uncertainty. As the creative team adopted generative tools, they needed clearer guidance on how existing AI governance, IP policies, and enterprise standards applied to their work.
- Some designers expressed hesitation about AI. Some felt unsure how it aligned with their creative standards or what its quality implications meant for their craft.
- Workflow inefficiencies surfaced. Integrating AI into existing workflows was often challenging, revealing a clear need for more structured processes.
Although many of Vimeo’s challenges mirrored those faced by other organizations on their AI journey, Superside took the time to closely analyze existing workflows and identify nuanced opportunities where AI could have the greatest impact. This work was paired with tailored change-management recommendations to help ensure adoption was not only successful but long-lasting.
It felt very easy to do because the opportunity was coming from a company [Superside] that was already folded into our workflow. They knew our brand, they knew us; the relationship and trust were already built.
THE SOLUTION
Superside’s AI diagnostic approach was structured into four stages:
Stage 1: Organization Readiness Assessment
Superside surveyed creatives and held 15 one-on-one interviews across Vimeo’s Creative teams to assess readiness, identify AI champions, and understand adoption patterns. Including Legal and IT provided a holistic view and surfaced critical insights—such as the need for deeper Legal involvement to strengthen AI guidelines for creatives.
The AI Diagnostic Process that we went through with Superside allowed us to take all of the different disparate interests and get everyone in the same room and have the conversations about what we can and can’t do.
Stage 2: Impact Analysis
With the AI baseline established, Superside then evaluated how AI could enhance Vimeo’s creative workflows. By analyzing activity distribution across Creative teams and benchmarking it against Superside’s AI-enabled efficiency standards, the assessment revealed more than 20% efficiency potential. Some of the most relevant opportunities were identified in creative ideation, image generation, and image sourcing.
High-impact AI use cases were identified by examining Vimeo’s workflows in detail and incorporating practical examples from Superside—such as using LLMs for faster ideation and concept development, and applying AI to streamline post-production. These insights revealed clear opportunities to enhance speed, quality, and creative confidence across teams.
It felt like a leadership step that was really important for workflows and processes, but also just to make sure our team across the board were all really staying ahead of the curve and looking around the corner.
Stage 3: AI Toolkit Assessment
Following the impact analysis, Superside delivered a targeted set of AI tool recommendations based on Vimeo’s specific needs and Superside’s AI tool expertise, including platforms like Krea and Suno, to strengthen Vimeo’s toolkit and support the prioritized use cases.
The AI assessment was beneficial because it narrowed down the focus to the AI tools that were approved for use in accordance with our Vimeo legal and security policies, avoiding issues with tools that lack legal clarity on accountability.
Stage 4: Roadmap Recommendations
In the final stage, Superside delivered a clear set of short-term initiatives designed to help Vimeo embed AI more effectively. This included guidance on strengthening AI foundations, such as aligning on specific AI guidelines for creative use and defining governance and KPIs to monitor adoption.
It also involved outlining a customized AI-upskilling path for creatives, including training on image generation, video and animation, and storyboarding. Finally, Superside provided change-management recommendations to support long-term adoption, such as hosting monthly Creative AI Town Halls focused on AI integration.
What this allowed us to do was to have a holistic, transparent strategy with boundaries and guidelines that had everybody marching in the same direction. So for me as a production leader, it’s extremely satisfying.
Vimeo now operates with a more unified, confident approach to AI-enabled creativity
The Results
The partnership delivered:
- Cross-functional governance: Creative, legal, and production teams now meet regularly to align workflows. They also have 10+ prioritized AI use cases identified for creative and production teams, giving them a clear adoption strategy.
- Improved workflows: The AI adoption strategy has strengthened collaboration and clarity in creative generation across teams, leading to +20% efficiency gains projected in selected creative workflows.
- Cultural shift: Designers who were once hesitant are now embracing AI, supported by stronger alignment and advocacy from leadership
- Legal clarity: Vimeo has adopted a more unified strategy to clearly communicate its enterprise-approved AI toolkit and responsible-use policies, giving teams the freedom to innovate while maintaining full compliance.
We now have an in-house tiger team assembled to define our AI governance, establish our best practices, and articulate our mission statement. That has been both very grounding and eye-opening.
The most meaningful outcome wasn’t the detailed AI diagnostic report itself, but the collective involvement of the Vimeo team in shaping it. Rather than a traditional outside-in assessment, the process sparked new initiatives, deeper alignment, and a stronger, organization-wide ambition for AI.