Google has introduced another addition to the generative AI arena, ‘Google Veo 3′, an AI-video generator which creates voice-overs to soundscapes, music, ambient sounds, dialogue and more through prompt description.
It is available with Google AI Pro and through the web version of Gemini.
The noise surrounding the product’s launch has been homogenous to releases of generative AI in the past few years. The questions stand the same: Will this disrupt commercials, small business advertising, and content creators? Is it a threat to the job market? Is AI advancing too much into ‘hyperrealism?’
The product only recently released its trial in Australia, but agencies told AdNews that generative AI is rapidly evolving, and creative thinking will need to begin adapting to this new wave of technology.
“The visual quality is undeniably awesome…we’re seeing a rapid leap in realism with Veo,” said DDB Melbourne executive creative director Giles Watson.
“The fact that it can interpret nuanced prompts and maintain cinematic coherence is a big step forward.
“But like all emerging tech, it’s not just about how sharp the output looks, it’s about how well it understands creative intent. And that seems to still be evolving.
Google has also introduced Flow, an AI generative filmmaking tool.
The key difference to other filmmaking AI is the possibility to create characters that can be integrated into different scenes or settings. The system also has ‘camera’ controls to edit or extend shots.
Paper Moose’s CEO Nick Hunter said the agency has been experimenting with generative AI for a while, which has been exciting but limited.
“The tools up to this point have been unreliable and time consuming to get usable results,” Hunter said.
“Veo 3 from Google appears to be a major step above. It has a better world model, so physical objects seem to move more convincingly.
“The contextually generated sound and dialog seems to be transformational in terms of workflow and usable output.
“The ‘Flow’ video editing tool also seems like the start of a new kind of video production, providing a framework for creating consistent characters in a scene, which has been a major challenge in AI video up to this point.
“However, we were similarly excited about the hype around Sora before its release and when we got our hands on it didn’t impress.”
With the sophistication of new models advancing at the speed of light, Hunter said it could start encroaching into the middle of the market.
“I do think it will disrupt production companies and technical professions may lose some work while we transition.
“It comes down to what tool is appropriate for each job and working out when generative video is good enough for an output and when it isn’t.
“Because everybody will be able to produce generative video at the drop of the hat, the bar will lower and apply a downward cost pressure on all video production, likely leading to lower budgets throughout the industry.
“These are the cases were rolling out the higher production value shoots still make sense.
“It would be a shame to see more downward pressure on traditional film and video production.
AI is likely to continue advancing and will not lose its pervasiveness in the market.
“Consider what these video models were like 8 months ago,” Hunter said.
“If human beings are the craftspeople using these tools, it will reflect the human that is coming up with the idea and telling the story.”
Awaken CEO Chris Parker said that as AI becomes accessible to everyone, original and bold thinking will become even more valuable.
“AI is rapidly becoming an essential part of workflows, and Google’s Veo 3 significantly accelerates content disruption,” Parker said.
“It’s equally impressive and daunting how quickly and effectively Veo 3 can transform concepts into content.
“For small and online businesses, this democratises content creation, allowing us to swiftly produce engaging videos that connect and convert at critical points in the customer journey, particularly in the lower funnel.
“We’re actively integrating AI into our workflow, empowering our creatives to use it for the more repetitive or resource-intensive tasks.
“This allows the team to focus on strategic thinking, creativity, and innovative storytelling.
“Agencies and brands that adopt this approach early will lead the industry, while those who delay risk falling behind fast.
“But if everyone is using AI, creativity will become predictable and same-same.
“In this fast-approaching future, originality and bold thinking will be even more valuable.”
Brands must be brave and willing to push boundaries, prioritising human creativity, emotional connection, and authentic storytelling, Parker said.
“I see this as a pivotal moment for creatives to use AI as a support system to bring ideas to life, not as the driver.
“The brands that blend AI with authentic human imagination will be the ones that truly resonate and create an impact.”
Thinkerbell head of art and AI Marcus Bryne said AI technology will disrupt the job market for those who choose not to adapt.
“The traditional linear process to create video content is now non-linear and will only benefit the work of creatives who adapt,” Bryne said.
“We will see new business models emerge, new products.
“New ways to tell stories, personalised content, dynamic content. New industries may emerge too, it’s as disruptive as the Camera, Photoshop, the MP3 or the Internet.
“AI video tools like Veo 3, Sora, Runway and Luma are already disrupting commercials, small business advertising, and content creation.
“It will be very rewarding for those who embrace it. But tech like this will also disrupt the job market for those who don’t.
“The only thing uncertain is how fast and how deep the disruption will go.”
There is still an emotive aspect of human creativity that remains unscathed by AI, which Bryne said keeps humans in control.
“AI doesn’t know why a story needs to be told, it just outputs what is asked.
“Text-to-video can mimic human work, but it can’t reflect the full depth of human creativity.
“All stories are about intent and the audience decides how they feel about it.”
“Humans are connected to a story, it’s the story that gives things meaning.
“People crave people. We crave human connection on so many levels. AI content will co-exist with traditional content, and it will live on its own.”
Bryne said there is still more potential in the advancement of AI technology.
“Right now, we are in the “Radio on the TV” stage. The boring stage. We are automating what we already know.
“Wait until we realise the full potential of this technology, it will be incredible for creativity in the long run.
“AI can create thousands of variations faster than any human team. We will see new ways to tell stories.
“We will no doubt see an AI film make us cry and laugh, I would bet my life on it. AI images have already won many Photography contests.”
Watson said that the disruption falls under the production layer more than the creative layer, as small businesses won’t have access to bigger production resources.
“Being able to now create slick, high-production-value video content without a crew isn’t just hype.
“But disruption doesn’t always mean destruction… it can mean evolution. Ideas matter even more.
“The real threat isn’t the tool but how unimaginatively we choose to use it. Creativity doesn’t come from prompts alone.
“Machines can’t feel (yet). So, I see it as an accelerant for good creatives, not a replacement.
“It’s a fantastic tool for early visualisation, pitch mood films, or prototyping social content. But we still believe in the craft and storytelling that comes from working with great directors, editors, and cinematographers.
“You can train a model on films, but not on life. Not on the personal experience that shapes a story, or the cultural nuance that makes a moment hit differently. That’s the heart of great creative work.”
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