Veo

Veo is Google's generative video model. The input is a text description of the scene, the output is a finished video, in the latest versions with sound. For marketing, this means video production without a film crew, location or actors.

Veo does not replace video production entirely, but it takes away a large chunk of tasks: short commercials, background scenes, concepts, options for tests. Where previously you needed an estimate and a week to shoot, now you need a description of the scene and a few minutes of generation. Costs and terms drop significantly.

The format has limitations: long story videos, precise typography on the screen, perfect character consistency between scenes - all this is still difficult. My approach is to use Veo where it is really strong, and not try to cover with it what is cheaper to remove. Analysis for a marketer - in Veo guide.