Google Cloud launches Veo AI video generator model on Vertex

As Amazon takes a major step into the AI ​​space with its new Nova family of foundation modelsGoogle is doubling down on its multimodal AI capabilities. The tech giant’s cloud division announced that its latest video and image generation models, I see AND Image 3, are now available on Vertex AI.

This move allows teams to integrate cutting-edge video and image generation capabilities into their AI-powered workflows, unlocking diverse use cases, particularly in marketing and advertising. It also makes Google Cloud the first hyperscaler to offer a video model to its customers.

While the Veo model is currently in private preview, Imagen 3 will be generally available to all Vertex AI users starting next week. Notably, Imagen 3 also includes editing features, allowing users to refine generated images to meet specific creative needs.

What do Veo and Imagen 3 offer?

First presented at Google I/O Developer ConferenceVeo is Google DeepMind’s answer to competitors like Runway’s Gen-3 and OpenAI’s Sora, offering a sophisticated video generation experience. The template transforms text messages or images into cinematic, high-definition videos in various visual styles, generating clips over 60 seconds in length. What sets it apart is its frame-level consistency, ensuring that subjects move seamlessly within shots.

Imagen 3, also from DeepMind, takes on the task of generating text-to-image, producing photorealistic images in a variety of styles. Google claims it surpasses its predecessors in terms of detail, lighting accuracy and artifact reduction.

Beyond generation, users on Google’s whitelist can also access advanced customization options with Imagen 3. These include image upscaling, inpainting, outpainting and background replacement, all guided by prompts of text. Additionally, users can provide reference images, allowing Imagen 3 to create content that aligns with the brand’s specific aesthetic, logos, or product features.

Wider implications for the industry

Vertex AI has long been Google Cloud’s flagship platform for simplifying the development and deployment of AI applications. By integrating Veo and Imagen 3, the platform offers organizations an even more comprehensive suite of tools to innovate in marketing, sales and more.

Imagen 3, for example, makes it easy to create high-quality assets like product images and social media content, while Veo extends this capability by giving teams the ability to convert these images into polished videos. This accelerates production, reduces costs and accelerates prototyping, allowing teams to quickly iterate on their creative strategies.

“Customers like Agoda are using the power of AI models like Veo, Gemini and Imagen to optimize video ad production, resulting in significant reductions in production time,” said Warren Barkley, senior director of product management at Google , in a blog article. He also highlighted that both models include security features such as digital watermarking and content moderation barriers to mitigate risks associated with generative AI.

Other early adopters include Mondelez International, owner of brands such as Oreo, Cadbury and Milka, and global marketing and communications service WPP. As Google’s core models broaden their reach, companies across all industries have a powerful opportunity to reinvent how they create and deliver visual content.

The competition continues to intensify

While all major cloud providers, including Google Cloud, Amazon Web Services, and Microsoft Azure, have provided image generation models on their respective AI orchestration platforms, video generation has so far been quite a rarity. Google’s move to launch Veo in private preview today changes that.

Interestingly, soon after the Veo announcement, AWS made a splash on re:Invent with the announcement of Nova Reela basic template that generates six-second, professional-quality videos from text and image instructions.

This model, along with others from the Nova family, will be available via Rock base of the Amazonthe company’s fully managed service designed to simplify the creation and deployment of generative AI applications.

Microsoft, for its part, appears to be lagging behind in this category at this stage. His AI Foundry does not include templates for video generation. However, we expect this to change as soon as OpenAI’s Sora hits the market.