Revolution in video content creation
Google Flow represents a new tool for AI-powered film production, working together with the Veo 3 model. This technology marks the beginning of a new era in video content creation, completing what DeepMind CEO Demis Hassabis calls “the silent film era” in AI video generation.
Flow is an evolution of VideoFX, Google Labs’ experimental project launched last year. Flow is available to subscribers of Google AI Pro and Google AI Ultra plans in the United States, with expansion to other countries planned soon. Veo 3 is the latest video generation model from Google DeepMind that not only improves image quality but also enables audio generation. This is the next step in developing practical AI-based tools.
Key capabilities of Veo 3 model:
- Text-to-video generation with speech and sound accompaniment;
- Video creation from the first frame with ambient sounds;
- Native audio generation, including synchronized dialogues, ambient sounds, and background music.
Veo 3 serves as the main engine for video content generation, while Imagen provides text-to-image creation capabilities, allowing users to create visual assets or reference images directly within Flow.
AI video production in business terms
AI video production through platforms like Google Flow works as a sophisticated content creation system that transforms text descriptions into professional video materials. Think of it as a complete production studio available on demand, capable of creating corporate presentations, product demonstrations, and marketing materials without actors, cameras, or editing rooms.
This technology is particularly relevant now because European companies compete in visually oriented markets. Customer expectations regarding video content have grown significantly, and internal training needs have expanded in tandem with the adoption of remote work. Companies that previously relied on text communications must now produce video content to maintain competitiveness in sectors ranging from manufacturing to financial services.
Pricing policy and accessibility
Google AI Pro costs $19.99 per month, while Google AI Ultra offers the highest usage limits and provides early access to Veo 3, featuring native audio generation.
According to testing data, the Ultra plan costs approximately $249 per month, which can be a significant expense for many companies.
However, this plan includes:
- 12,500 credits per month
- Up to 83 video generations (150 credits per video)
- Early access to new features
Despite the high subscription cost, for many business scenarios this can be economically beneficial. For example, the price of one traditional advertising video production can exceed the monthly Flow subscription several times over.
Implementation obstacles and solutions
Resistance to Change in Marketing Departments
Many marketing teams are accustomed to traditional workflows and may be hesitant to adopt new technologies. The solution lies in gradual implementation, starting with low-risk internal projects. Parallel training of key employees and demonstration of quick wins help overcome initial resistance.
Content Quality Concerns
Executives worry that AI-generated content might look less professional. To evaluate tool capabilities and gradual implementation, we recommend starting with pilot projects to assess quality in the context of specific business needs.
Integration with Existing Systems
Many companies are concerned about the complexity of integrating new tools with existing marketing systems. However, most AI platforms for video production offer standard APIs and export formats that easily integrate with popular content management systems.
EU availability and regulatory aspects
Veo 3 is available in 73 countries, including the United States, Canada, Australia, and Japan. India, the United Kingdom, and the EU are currently excluded, though expansion is planned. Google AI Pro subscribers in these countries receive limited access to Veo 3 in Flow and a package of 10 trial video generations.
The EU launch delay may be related to:
- GDPR compliance requirements
- Adaptation to local AI legislation
- Copyright issue resolution
Google estimates that its products, platforms, and tools helped generate 179 billion euros in economic activity across the European Union in 2023, highlighting the importance of the European market for the company.
Practical considerations for European companies
GDPR Compliance
European companies must ensure that any AI tools they use comply with GDPR requirements. Most major platforms offer suitable privacy features, but it’s essential to verify data processing and storage practices before implementation.
Language Localization
The advantage for European companies lies in their ability to create and promote content in multiple languages easily. This is particularly valuable for companies operating in several EU countries where localized content is required.
Budget Considerations
While long-term savings are significant, initial investments in platform subscriptions and training may require budget approval. Plan for a 3-6 month payback period for most implementations.
Limitations and challenges
Technical limitations:
- Limited video duration (8 seconds);
- Subtitle accuracy issues;
- Need for multiple iterations to achieve Suitable results.
Business limitations:
- High cost for small businesses;
- Generation quantity limits;
- Dependence on source prompt quality.
Flow and Veo 3 are competing with established platforms, such as Runway ML, Pika Labs, and Stable Video Diffusion, among others, in the generative video space. Google’s key advantages lie in its deep integration across the broader Google ecosystem, which reduces the time required to switch and adapt to other platforms and tools, and provides a good user experience.
Implementation roadmap for European businesses
AI-driven video production represents a practical opportunity for European companies to reduce video content creation costs while significantly increasing productivity. AI technologies have already reached a level of development that makes them suitable and relevant for corporate use.
Despite current availability limitations and high costs, companies should prepare for implementing these technologies, as they can fundamentally change the video content production landscape in the coming years.
For executives ready to explore this opportunity, we recommend starting with a small-scale pilot project to assess the potential for addressing their specific needs. The competitive advantage gained from early adoption of AI video production tools can provide substantial returns on investment while positioning companies ahead of competitors still relying on traditional video production methods.