Webflow acquires AI content platform Vidoso to strengthen its marketing tools

Webflow, the software company known for its platform that helps users build and host websites, is acquiring AI-powered content-generation startup Vidoso to strengthen and expand its broader suite of marketing tools.

Founded in 2024, Vidoso uses large language models to help organisations create marketing materials, including images, presentations, video clips, blog posts, and social media content. For example, the platform can convert a keynote speech or a panel discussion into short video clips or blog posts.

Vidoso’s four-person team is joining Webflow on a full-time basis. Webflow did not reveal the financial terms of the acquisition. According to PitchBook data, Vidoso has raised a total of $3.7 million from investors including Aspenwood Ventures, Emergent Ventures, and Tau Ventures.

“The acquisition is a small team; it’s four people. But the technology and what it does for Webflow sets a very different path […] people have historically seen us as a website builder or CMS. We are an agentic marketing platform, and this is a major step in that direction,” Webflow CEO Linda Tong said.

Tong said she believes AI tools are enabling companies to produce assets and advertising at a rapid pace, but that many departments still operate in silos, ultimately hurting the final result. With the Vidoso acquisition, she thinks Webflow can help organisations connect functions such as brand, demand generation, product marketing, and content into a more unified workflow.

“Frontier models are trained on the average of the internet, not on the specifics of your brand. The first wave of AI gave marketing teams powerful-but-ungoverned AI capable of generating generic content but blind to brand systems, rules, templates, and the approval workflows that keep enterprise marketing coherent. Vidoso was built to close that gap, making AI generation consistent, governed, and production-ready inside the systems marketing teams already use,” Vidoso CEO Sharad Verma said in a statement.

Webflow, which has raised more than $330 million in funding to date, has been working for several years to build out its marketing stack. In 2024, the company acquired the website personalisation startup Intellimize, and earlier this year, it introduced a Google Ads integration to improve performance tracking.

At the same time, Webflow is entering a crowded field. The company will face competition from a growing number of startups trying to automate marketing functions with AI, as well as from the wide range of marketing tools that major technology companies have already embedded into their own products.

Tong said she believes that, despite the competitive pressure, Webflow’s combination of content creation, campaign management, and performance-tracking tools will help the company attract more customers.

“If you’re just creating a bunch of assets and deploying them, you now need to capture insights, analyse them yourself and then put them back into the learning system. So it’s not actually self-learning. So you’re breaking a huge part of the lifecycle of the success of that content. Whereas within Webflow, you get that full cycle,” she said.