Recently, Google Cloud announced that its latest video and image generation models—Veo and Imagen3—are now available on the Vertex AI platform, further advancing the application of AI in marketing and advertising.
The Veo model made its debut at the Google I/O developer conference and is Google's DeepMind's response to competitors like Runway's Gen-3 and OpenAI's Sora. This model can transform text or image prompts into high-definition cinematic-style videos lasting up to 60 seconds, featuring excellent frame-level consistency to ensure smooth movement of subjects within the frame.
Imagen3 focuses on image generation, capable of producing photo-realistic visuals from text and surpassing previous versions in detail, lighting, and reduction of artifacts. Additionally, Imagen3 introduces editing features, allowing users to optimize generated images through text prompts, including image enhancement, repair, external painting, and background replacement, catering to personalized creative needs.
By integrating Veo and Imagen3, Google Cloud provides teams in marketing, sales, and other fields with powerful creative tools. The application of Imagen3 simplifies the creation of high-quality product images and social media content, while Veo transforms these visuals into stunning videos, helping teams quickly iterate on ideas and accelerate content production.
Warren Barkley, Senior Director of Product Management at Google, stated that clients like Agoda are significantly reducing video ad production cycles and enhancing creative efficiency using AI models like Veo and Imagen. Furthermore, Veo and Imagen3 are equipped with security features such as digital watermarking and content review to address the risks associated with generative AI.
These innovations provide global businesses with the opportunity to rethink the creation and delivery of visual content. Early adopters include Mondelez International (brands like Oreo and Cadbury) and global marketing giant WPP. As Google continues to expand its foundational models, companies across various industries will be able to leverage AI more effectively to drive creative transformation.
Google's strategy in the video generation space indicates that competition is intensifying. In response to Amazon AWS's Nova Reel launched at the re:Invent conference, both Google's Veo and Nova Reel set new benchmarks in the field of AI video generation. Nova Reel can generate high-quality six-second videos based on text and image prompts, also provided through the Amazon Bedrock platform.
Microsoft has yet to release a video generation model, although its AI Foundry platform offers image generation tools. The industry anticipates that with the release of OpenAI's Sora video generation model, Microsoft will catch up in this domain.
