[DigitalToday Kyungmin Hong (홍경민), intern reporter] Google has integrated its generative video model Veo into the Google Ads production platform, unveiling technology that automatically generates customised video ads of about 10 seconds using just three photo images and signalling an era of AI-driven ultra-efficiency in advertising.

IT outlet IT Home reported on March 30 that Google announced at a recent Google Marketing Live event it would integrate Veo into Google Ads' Asset Studio. The announcement appears to be a move to introduce generative AI in earnest into the ad production process.

The step allows advertisers to quickly produce video content with scene consistency and dynamic effects using text or images without specialised editing tools. Asset Studio also supports mixed generation using images, text and existing materials, greatly simplifying the creative process.

The newly introduced Veo technology is expected to be applied mainly to YouTube and Demand Gen ads. Demand Gen is an informational ad format designed to capture users' attention and stimulate potential demand through images and videos on YouTube, Discover and Gmail. Unlike keyword-focused search ads, it offers an ad experience similar to social media and focuses on maximising the impact of visual elements and video content on conversion effects.

Google's move is interpreted as a strategy to directly introduce generative AI into the ad production flow and convert video advertising, which required professional filming and editing, into standardised generated materials. This is expected to significantly lower barriers for small and medium-sized businesses that have struggled to enter the video ad market. It is also the first time Google has directly embedded generative video capabilities into the production process beyond ad optimisation or image generation.

Google said the introduction of Veo has substantially strengthened video ad production capabilities by internalising image-to-video generation within its advertising system. This is being assessed as an example showing that AI technology is changing how the advertising industry produces content, beyond serving as a simple support tool. Companies can now use generative AI to cut production costs and time while securing video materials with strong visual impact in real time.

As a result, future marketing competitiveness is expected to depend more on planning capabilities using AI than on simple technical proficiency. Platform operators, including Google, are also expected to build systems that analyse the performance of generated videos and automatically improve the creative materials.

Ultimately, as the technology becomes more widespread, planning capabilities that maintain brand identity while emotionally connecting with consumers are expected to emerge as a core competitive edge. In this respect, Google Veo is being assessed as a tool that offers advertisers a high return on investment while also influencing structural changes in the advertising industry.