Google announced Gemini Omni on 19 May. The coverage has focused almost entirely on what it can do with video. Sharing about the new release in a blog, Google wrote, “Gemini Omni is where Gemini’s ability to reason meets the ability to create. It delivers a leap in world understanding, multimodality, and editing.”
“Think of Gemini Omni like Nano Banana – but for video. Build and fine-tune your creation at any step with natural language,” it added. Here’s what’s actually worth paying attention to if you run paid media or produce creative at scale.
What is Gemini Omni?
Gemini Omni is Google’s new model that can create content from any combination of inputs, such as images, audio, video and text, with video generation as the lead capability at launch. The first model in the family, Gemini Omni Flash, is now live in the Gemini app, Google Flow, and YouTube Shorts.
The headline feature is conversational video editing. You can prompt a change, and each instruction builds on the last. Characters stay consistent, physics hold up, and the scene remembers what came before.
That’s the consumer pitch. The more interesting question for marketers is what this changes about creative production, and whether the timeline is real or aspirational.
The Part That Matters For Creative Production
The current bottleneck in performance creative isn’t ideation. Most teams have no shortage of angles to test. The bottleneck is production: turning briefs into usable assets quickly enough to keep pace with what the media buying side needs.
Omni can take any reference — image, text, video or audio — and turn it into a single, cohesive output. That’s meaningful if it holds up in practice.
Because it collapses the gap between a creative direction and a finished asset. You wouldn’t need a full production workflow to test whether a concept performs. You’d need a brief and a reference image.
The multi-turn editing capability is the more quietly significant feature. For iterative creative testing, which is how performance creative actually works, being able to refine a video through conversation without losing continuity is more useful than one-shot generation. Most current AI video tools force you to start from scratch when a prompt doesn’t land. Omni’s architecture is designed to avoid that.
What’s Not Clear Yet
A few things worth holding on before drawing conclusions:
The demos are curated. Launch examples always show the best-case scenario. The real question is how the model handles messier inputs, like inconsistent product photography, mixed aspect ratios, and existing brand assets that weren’t built for AI workflows.
Access is also tiered and partial. Gemini Omni Flash is currently available to Google AI Plus, Pro and Ultra subscribers, with API access for developers and enterprise customers rolling out in the coming weeks. Most e-commerce marketing teams won’t touch it directly for a while.
The ad platform integration hasn’t been announced. Omni is a model. Whether and how it connects to Google Ads creative tooling, in asset group generation, Performance Max creative, and Demand Gen hasn’t been confirmed. The assumption that new AI creative capability automatically flows into the ad platform is worth questioning. That pipeline has historically been slower than the research announcements suggest.
The Responsible Use Question
Google has confirmed that all videos created with Omni include SynthID watermarking and that users can verify AI-generated content through the Gemini app, Gemini in Chrome, and Google Search.
That matters for brand safety. If AI-generated video becomes a standard part of the creative mix, brands need to know where that content sits in their asset library and how it’s identified. The watermarking approach is a start, but it doesn’t solve the internal governance question of what gets approved for use and what doesn't. That’s a process problem, not a technology problem, and one most teams haven’t started solving.
The 360 OM Take
Gemini Omni is a genuine capability step. The multi-input, conversational editing model is more useful for practical creative workflows than most of what’s been announced in this space over the past 18 months.
But it’s early, access is limited, and the gap between a compelling demo and a reliable production tool is still wide. The marketers who benefit first will be the ones who test it now with low-stakes creative, not the ones who wait for full rollout, and not the ones who assume it will solve problems they haven’t diagnosed yet.
Watch the API access announcement. That’s when it becomes relevant for teams building at scale.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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