Google's new artificial intelligence (AI) video tool Vids, launched Monday (July 15) to select users, could dramatically reduce video production costs and time for businesses, potentially upending traditional content creation processes across industries.
Vids, powered by Google's Gemini AI, can produce videos up to 10 minutes long and offers features like AI-generated storyboards, customizable templates, and a royalty-free stock content library. The tool accepts various input formats, including Google Docs, Slides, videos and audio recordings, setting it apart from standard AI video generators.
"Google Vids stands to transform business communication by harnessing Google's vast existing ecosystem," Sukh Sohal, a senior consultant at Glue Affinity Reply, told PYMNTS. "This integration lowers the barrier to entry for creating professional-quality videos, making it more accessible for the vast number of users already familiar with Google's suite of products.
"The AI-driven capabilities of Google Vids allow users to easily produce compelling, visually engaging presentations, promoting storytelling excellence across all levels of technical proficiency. As video increasingly becomes the medium of choice for strategic communication, Google Vids' ability to simplify and enhance the video production process can significantly boost engagement and comprehension in business contexts."
The video creation process begins with a user-provided text prompt or template selection. Gemini then generates a storyboard with a video outline and section titles, which users can edit. The AI subsequently designs the video, incorporating stock footage, images, text, background music, and a generated script, with options for further user customization.
The introduction of Vids and other similar AI video tools is expected to significantly impact the video editing software market. Vids' integration with familiar Google Workspace tools may provide a competitive edge, especially for small businesses and content creators looking to streamline production processes and reduce costs.
However, Google's cautious approach is evident in the limited release to Workspace Labs users. This strategy allows for refinement based on initial feedback before a wider launch, which could influence its market position and adoption rates.
As businesses increasingly rely on video content for marketing and communication, Google's entry into this space with Vids represents a new phase in AI's role in creative industries. The tool's capabilities could lower barriers to entry for professional-quality video production.
Yet, questions persist about copyright management and the quality of AI-generated content compared to human-created material. The evolution of AI-generated media may prompt regulators and content platforms to reevaluate their policies.
Google has yet to announce a date for Vids' global launch, leaving the industry to speculate on its broader impact. As the business world anticipates more comprehensive access to this tool, it's clear that Google's Vids signifies an advancement in integrating AI into business operations and content creation.
The launch of Google Vids comes amid a rapidly evolving landscape of AI-powered video creation tools. These tools are transforming how businesses and content creators approach video production, offering solutions that significantly reduce time, cost and technical barriers.
One prominent player in this space is Runway, which gained attention for its text-to-video model. Runway's AI can generate short video clips based on text prompts and offers features for video editing and special effects. The company's technology was used in certain visual effects sequences in the Oscar-winning film "Everything Everywhere All at Once."
Another entrant is Synthesia, which specializes in creating AI-powered video avatars. This tool allows users to generate videos featuring realistic-looking presenters speaking in multiple languages, all from a text script. Synthesia has found applications in corporate training, product demonstrations, and personalized marketing messages.
D-ID, an Israeli startup, has made waves with its Speaking Portrait technology. This tool can animate still photos and create lip-synced videos from audio input. It has been used for historical recreations, bringing old photographs to life, and creating personalized video messages at scale.
Lumen5 takes a different approach, transforming text-based content into social media videos. It uses AI to analyze text, suggest relevant visuals, and create a storyboard, making it popular among marketers and content creators who want to repurpose blog posts or articles into engaging video content.
In the realm of more sophisticated video editing, Topaz Video AI has gained recognition for its ability to upscale video resolution, increase frame rates, and reduce noise in footage. While not a video creation tool per se, it demonstrates how AI is being applied to enhance video quality in post-production.
These tools and Google Vids represent a shift in video production capabilities. They offer varying degrees of automation and creative control, catering to different market needs. For instance, while Synthesia might be ideal for creating instructional videos with virtual presenters, Runway could be more suitable for generating abstract or artistic video content.
