At Google Marketing Live 2025, the biggest creative leap came not from ad formats but from generative video. Veo 3, Google’s latest AI video model, can turn a single prompt into a cinematic-quality video.
Designed to empower filmmakers and storytellers, Veo 3 lets you create 8-second videos and add sound effects, ambient noise, and even dialogue to your creations. It also delivers best-in-class quality, excelling in physics, realism, and prompt adherence.
Veo 3 is a clear signal that the future of creativity is automated, on-demand, and increasingly powered by AI.
Within hours of its release, AI artists and filmmakers were sharing shockingly realistic clips. What sets Veo 3 apart from other video generation tools is not just photorealistic visuals, but rich soundscapes and voiced conversations. Veo 3 can maintain consistent characters across multiple clips, and gives users fine-grained control over camera angles.
Here’s what marketers, creators, and retail brands need to know about Veo 3.
What is Veo 3?
Veo is Google DeepMind’s most advanced text-to-video model to date. Designed to transform prompts into high-resolution 1080p video, it can create coherent, stylised video ads from text, images, or both.
That’s not all. Veo 3 Fast delivers 720p video in roughly half the time.
In a recent Gemini update, Google wrote: “Create high-quality videos with Veo 3, our latest AI video generator. Try it with a Google AI Pro plan or get the highest access with the Ultra plan. Simply describe what you have in mind and watch your ideas come to life with native audio generation.”
Here are some of its top features:
- Purpose-built for short-form storytelling (ideal for platforms like TikTok and YouTube Shorts).
- Comes with real-time editing tools and professional-grade visual quality.
- Supports natural motion, realistic lighting, and dynamic camera angles.
Key Capabilities
Here are some of its top features:
- 1080p output with rich detail and cinematic consistency
- Scene control, including camera angles, transitions, and motion
- Text + image prompting, letting you combine brand assets with narratives
- Multi-shot storytelling—not just clips, but structured sequences
- Style and tone control, ideal for matching brand guidelines
What Can Marketers Use Veo 3 For?
A product close-up, a narrative shot, or a branded micro-story, Veo 3 can generate it all without a traditional shoot. Marketers can use Veo 3 for:
1. Exploring
Play with diverse styles, bring animated characters to life, and combine objects in ways you never thought possible.
2. Sharing
Create funny memes, turn inside jokes into videos, re-imagine special moments, and add a personal touch to make someone smile.
3. Brainstorming
Break through creative blocks and visualise your ideas in a flash. From product concepts and designs to rapid prototyping and storytelling, create what you want to.
What Do Veo 3 Videos Look Like?
Veo 3 is designed to create cinematic video from simple text or image prompts.
No cameras, studios, or post-production are needed. The videos feature realistic lighting, natural motion, and dynamic compositions that rival traditional short-form video shoots. Veo 3 handles emotion well, especially when a scene is focused on just one character. Speeches and monologues, in particular, tend to feel natural and believable.
That said, prompt accuracy isn’t always precise. At times, the videos are visually impressive, but don’t quite match the intended vibe.
Overall, it’s a tool made for storytelling at the pace of performance marketing.
Example Videos: See It In Action
1. Full-Length AI-Generated Short Film
A stunning example created entirely with Veo 3.
Watch here.
What you get: Storytelling, lighting, pacing, and camera movement, all from a text prompt. It shows how brands could build compelling narratives around products or campaigns.
2. Compilation of 100+ Ultra-Realistic AI Videos
Explore a showcase of over 100 short-form clips created with Google’s Veo 3.
Watch here.
What you get: Sweeping landscapes to product-focused micro-scenes, you get all kinds of video effects. It’s a powerful reference for marketers considering how AI can support short-form creative across TikTok, Meta, and YouTube Shorts.
Why This Matters for Performance Marketers
Most brands still see creatives as a bottleneck. Producing high-performing video ads takes time, budget, and teams.
With Veo 3:
- You can turn a still image into a scroll-stopping video.
- You can A/B test creative ideas at scale.
- You can localise content without reshooting.
This is a clear unlock for PMax, Shorts, TikTok-style ads, and Meta Reels, especially for retailers with large product catalogues.
Veo 3 vs Traditional Video Production
Time to Create
Traditional video takes days to weeks to produce, while Veo 3 (AI video) can generate content in minutes.
Cost
Traditional shoots often cost £1,000 per shoot. Veo 3 uses cloud computing, making it significantly more affordable.
Variants per Product
Traditional production limits you to just a few versions. Veo 3 enables the creation of dozens of variants effortlessly.
Asset Personalisation
Personalisation is manual and time-consuming with traditional methods. Veo 3 allows scalable personalisation through simple prompt inputs.
Veo doesn’t replace your brand film. It replaces your need to build hundreds of short-form creatives manually.
What Veo 3 Means for TikTok, Meta, and YouTube Shorts
Each platform demands nuanced creativity. Keeping up with native formats on TikTok, Meta, and YouTube Shorts can overwhelm marketing teams.
Veo 3 makes multi-platform optimisation possible:
- Tailor your creatives to TikTok, Meta, and YouTube Shorts.
- Generate multi-language versions on the fly.
- Adjust ratios, hooks, and call-to-actions for specific audience types.
Veo 3 isn’t just a tool. It’s a potential ad production pipeline that enables high-throughput content generation with platform specificity.
How It Connects to Google’s Broader Creative Stack
Veo is part of a much bigger system. Alongside:
- Imagen 3 (text-to-image)
- Asset Studio (automated ad asset generation)
- NotebookLM (knowledge-to-creative toolchain)
Google’s building a creative infrastructure designed to power its ads ecosystem.
This isn’t just about automation. It’s about speed to market at scale.
But here’s the catch: Brands that feed Veo 3 poor prompts or low-res assets will see subpar results. The human element of creative strategy (messaging, tone, angle) still defines success. Even though the creative bottleneck is breaking, strategic thinking is more important than ever.
Veo 3 Pricing & Access
Veo 3 is part of Google’s AI Ultra plan, available through the Gemini Advanced subscription. With Google’s premium plan, you get Veo 3 and Flow, which helps stitch videos together into a more cinematic experience.
Google AI Ultra – $249.99/month
Access to Veo 3, Flow video editor, Gemini 2.5 Pro, YouTube Premium, and 30 TB Google cloud storage.
Google AI Pro – $20/month
Access to Veo 2 and the Flow editing tool.
Prices may vary by region.
For marketers, this positions Veo 3 as one of the most accessible high-end video tools available, especially compared to traditional production costs. It also makes third-party video platforms such as Synthesia and MakeUGC redundant.
What Should You Do Now?
Marketers can’t afford to wait for this technology to “mature.” It’s already here, and early adopters will gain the advantage.
The question now isn’t “when do we test this?” It’s “how do we scale it first?”
Here’s what brands and agencies should do now:
- Start testing creatives made with generative AI tools (with clear performance benchmarks) like Imagen or Runway.
- Build prompt libraries based on top-performing hooks and angles:
- Test angles (e.g., benefits vs. lifestyle),
- Vary tones (playful vs. aspirational),
- Rotate hooks (problem-first vs. outcome-driven).
- Build a creative testing framework: measurable, fast, and repeatable, measured by ROAS, not just CTR.
- Prepare your product feed to power dynamic video generation at scale
The Verdict: Is Veo 3 For You?
Google’s latest AI video generation release, Veo 3, stands out as the most user-friendly option for adding sound and dialogue.
Unlike competitors like OpenAI’s Sora or Adobe’s Firefly, you don’t need to specify that you want sound. Google’s Gemini adds it automatically. This seamless integration sets Veo 3 apart and gives Google a noticeable edge in the AI video space.
The audio isn’t flawless, but it’s a meaningful step forward. If you’re familiar with the quirks of AI-generated music and dialogue, you’ll still recognize some of them here. Of course, there are still a few rough edges, like characters saying “roar” and “hiss” instead of producing those sounds.
Veo 3 is clearly evolving, though it’s not yet a fully polished production tool.
Videos are currently limited to 8-second scenes, with no option to extend or build on a scene once it’s generated. If you like a particular output but want to tweak something small, like the lighting, motion, or framing, there’s no way to make targeted edits.
These constraints make it more of a creative jumpstart than a fully controllable production tool, at least for now.
Nonetheless, Veo 3 enables small teams and large brands to create high-quality video creation faster and more accessible. Success still depends on knowing how to use them: writing strong prompts, testing different creative angles, and learning from performance.
AI won’t replace creativity. It will elevate the ones ready to adapt.
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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