Google has been making rapid advancements in the field of AI-generated video. In April 2025, the company launched Veo 2, a tool capable of creating short video clips (up to 8 seconds) in 720p resolution from textual descriptions. Shortly after, during the Google I/O event in May, it introduced Veo 3—the third version of the model developed by DeepMind—taking video quality to the next level. Veo 3 can produce videos up to 60 seconds in 1080p resolution, featuring smooth motion, realistic lighting, and advanced physics effects, including automatic integration of audio, such as soundtracks, sound effects, and even dialogues synchronized with character lip movements.
This evolution represents a technological leap in video synthesis, described by experts as a game-changer in audiovisual production. Alongside its video generation models, Google announced Flow, an AI-powered filmmaking platform. Flow integrates Veo (video), Imagen (image), and Gemini (text) models into a single creative environment designed to streamline the work of screenwriters and videomakers. Through Flow, creators can describe scenes in natural language, select camera angles, manage characters, and even import their own assets (such as images or sketches), generating coherent cinematic sequences. According to Google, Flow was designed so that “time slows down and creation is effortless,” delivering cinematic output with exceptional adherence to given commands. In summary, Google positions these tools as resources to help conceive creative, high-quality audiovisual content.
The AI video market features notable competitors. OpenAI launched Sora, a model that allows users to create videos up to 60 seconds through ChatGPT, with the capacity to generate dozens of clips monthly (Pro users can produce 20-second videos at faster speeds). There are also independent startups and platforms: for example, Fliki generates videos up to 5 minutes with narration in multiple languages using text prompts, offering a free version with limitations and paid plans without watermarks. Synthesia.io focuses on creating videos with virtual avatars for corporate use, enabling lessons or presentations in more than 140 languages and even custom avatars. Runway AI stands out for offering editing and visual reference tools, allowing users to provide images or base videos to generate new scenes—including features like lip-sync on static photos and intelligent scene expansion; free plans include 720p output, while paid subscriptions unlock more features.
These solutions have diverse focuses (ranging from explanatory clips to talking avatars), but all compete in the growing AI-generated media market. The advancement of these AIs raises important ethical questions. Tools like Veo, Sora, and Runway use deep neural networks capable of creating deepfakes—hyper-realistic videos that depict people doing things they never actually did. Studies and reports warn that, as these technologies become more affordable, criminals and disinformation agents could produce convincing fake content and amplify false news.
Laws and platforms already face challenges in detecting and moderating such content, as synthetic footage is becoming increasingly difficult to differentiate from real ones. Researchers and regulators emphasize the importance of labeling generated videos, addressing image rights, and setting creative limits. Google has sought to implement usage restrictions (e.g., requiring paid accounts and accountability for accessing Veo), but experts insist that transparency and education will be crucial to avoiding abuses in the era of AI-generated videos.
As for the future, there are still uncertainties regarding the evolution of these technologies. While concrete predictions remain elusive, the general expectation is that models will advance in capability and realism. Soon, they are expected to generate even longer videos, in 4K or higher resolutions, with greater interactivity and fluidity. For the audiovisual sector, this indicates a trend toward merging human creativity with AI automation, potentially accelerating video production and democratizing special effects. However, experts warn that alongside these advancements, it will become increasingly important to discuss ethical and legal regulations to ensure that the power to "create reality" through AI is used responsibly.