News
News Article
Marketing+
Fri
08
Aug 2025
Google’s VEO Flow is transforming video production with faster, cheaper, personalised content. Brands must balance its potential with authenticity, strategy, and ethical use.
From cost-efficient, personalised content to faster creative testing and real-time trend response, this month’s editorial brings together perspectives from our network of creative and technology leaders on Google’s VEO Flow - exploring how AI video generation is reshaping production, the opportunities it presents for brands, and the key risks to navigate.
With Google’s recent launch of VEO Flow, AI-powered video generation has stepped firmly into the spotlight, becoming an integral part of the conversation around branded content and advertising. Its arrival signals more than just a new creative tool, it’s part of a wider acceleration in AI adoption that is already redefining how brands communicate.
In a market where speed, relevance, and personalisation increasingly decide winners, VEO Flow could offer early adopters a creative and operational edge. Yet as with any new wave of technology, the challenge for marketers lies not in accessing the tool, but in knowing how to deploy it without losing authenticity or brand integrity.
AI tools like VEO Flow are changing the game - automating production, enabling hyper-personalised messages, and drastically lowering costs. But beneath the hype lies a critical question for brands: will faster, cheaper, and more flexible content also deliver the emotional impact audiences expect?
Traditional video production has long been expensive and time-consuming, often involving large teams, high budgets, and multiple stages of revision. VEO Flow promises to strip much of that friction away, producing high-quality video at scale in a fraction of the time.
Helen Swarbrick, Designer at BANC, sees the potential and the pitfalls:
"While the opportunity is real, so are the risks. Outputs can be unpredictable, lacking the emotional nuance audiences expect. And though anyone can prompt, strong results still depend on skilled creatives who understand storytelling, tone, and visual direction."
The emergence of VEO Flow marks more than a production shift; it’s altering the very foundations of creative strategy. For forward-thinking marketers, it offers a way to personalise campaigns at scale, test multiple creative routes rapidly, and adjust messaging in near real time. But the ability to do more, faster, doesn’t automatically make the work more meaningful.
David Walsh, Director of Technology Solutions at I-Com, frames the moment in cinematic terms:
"We are in a seismic shift for video, reminiscent of the move from silent films to talkies. More importantly, tools like 'Frame to Video' and 'Ingredients' let marketers fine-tune visuals for consistent product presentation and brand alignment, rather than relying on generic outputs."
Still, he warns against certain uses:
"AI video can still feel gimmicky. Surreal concepts are more forgivable than attempts to deploy fake human influencers, which risk breaking trust and come across as 'scammy.'"
As with any new technology, there are both exciting opportunities and limitations.
Opportunities for Brands:
Liam Hulse, Design Lead at The GO! Network, has experienced these advantages first-hand:
"I’ve experimented with ideas that would have been impossible to pursue before due to time and resource constraints. Using tools like VEO Flow provides a safety net. It allows me to test concepts without committing excessive time or budget. The results, while not perfect, are often surprisingly effective. While it’s not a core part of my strategy just yet, it’s a valuable tool that fits into a larger creative plan. The ability to quickly test new ideas and gain tangible results is a significant advantage. AI has potential, but its real power comes when it’s thoughtfully integrated into a broader strategy.”
Limitations and Concerns:
Josh Wilkin, Head of Client Services at Kastner Agency, shares a warning about rushing into AI video:
"While tools like VEO Flow offer undeniable efficiency and scale, there is a risk that the rush toward AI-generated video overlooks what truly drives effective brand building: emotion, originality, and human insight. For agencies, the temptation to prioritise speed and cost over depth can erode the strategic value we bring to client relationships."
Generative video is not a plug-and-play shortcut. It’s most powerful when integrated into a broader, well-defined strategy. Before investing heavily, brands should ask themselves:
Josh Wilkin adds,
"Generative video can support this process, but it should not replace it. Agencies need to work with their clients to ensure AI becomes an enabler not a shortcut, protecting the craft, ensuring authenticity, and helping brands stay true to themselves in a landscape that increasingly blurs the line between real and synthetic."
In the next 12–18 months, expect AI video to move beyond static campaigns into dynamic ad delivery, live commerce, and even AR/VR integration. Brands that stay passive risk being left behind; those that rush in without strategy risk losing their audience’s trust.
The challenge, and indeed the opportunity, lies in combining AI’s scale and speed with the timeless essentials of effective storytelling: originality, emotion, and a clear brand voice. The future of video is already here. The question is not whether you’ll use it, but how you’ll make it work for you.
Need support with your wider brand strategy? Make sure you're getting the most out of your investment. The GO! Network offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more - get in touch to get started.
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