Cloudinary has launched Image to Video, a tool that turns static images into videos within its platform.
The product targets brands that want to expand video output without relying on conventional production workflows. It is designed for retailers, marketplaces, travel brands and other businesses working with large image libraries, including partner-supplied and user-generated content.
Image to Video sits within Cloudinary's existing software for managing and delivering visual media. Users can pull images from its digital asset management system, generate video from those assets, run moderation checks, and then edit, resize or crop the finished output in the same workflow.
Cloudinary is positioning the launch around a problem many online businesses face: video is widely used across websites, mobile apps and social channels, but producing it at volume remains expensive and operationally difficult. That pressure is particularly acute for organisations with large product catalogues or decentralised content sources.
Many AI video tools remain separate from the systems brands already use to manage and publish content, according to Cloudinary. The company added that moderation requirements have also limited the scale at which businesses can adopt AI-generated video, because reviews often still require manual checks.
Workflow focus
The new product combines generation, moderation, editing, optimisation and delivery in a single process, according to Cloudinary. It can also be automated through MediaFlows, the company's low-code workflow tool.
Cloudinary said the system includes prompt generation and recommendations intended to guide users towards better results. Generated videos can also be checked through Cloudinary Moderation after creation to screen out content that is off-brand or non-compliant before publication.
The product also connects with Cloudinary Video, allowing customers to prepare different versions for web, mobile and social use. These can include cropping, text and graphic overlays, and formatting for different screens.
Market demand
The launch reflects a broader shift in digital marketing and eCommerce, where brands are under pressure to publish more video across more channels. Static product imagery remains widespread, but many businesses lack the budget or operational capacity to turn that material into video through traditional studio production.
For marketplaces and travel platforms in particular, the challenge extends beyond cost. Content often comes from external sellers, partners or users, making consistency and compliance harder to manage when video production is handled outside a central system.
Image to Video is available as an add-on for Cloudinary Video. Cloudinary said its platform is used by more than three million users and 13,000 customers, including Adidas, Etsy, Grubhub, Mattel, Minted, Paul Smith and Zalando.
The company added that its wider partner ecosystem includes more than 300 partners, integrations and plug-ins. That footprint gives Cloudinary an established customer base for rolling out new AI-based media tools within existing content operations.
Executive view
Tali Rosman, Managing Director, Video, outlined the company's view of the commercial case for the launch.
"Video is now table stakes for brands that want to compete online," said Tali Rosman, Managing Director, Video, Cloudinary.
"But for many brands and agencies, producing video at scale can be a cost and logistics nightmare, putting many at a competitive disadvantage. Image to Video changes that by transforming a business's approved image library into an efficient and scalable source of enterprise-ready video - increasing engagement, improving conversion and enriching the user experience," Rosman said.