One of the most exciting announcements was Flow, Google’s generative AI tool for creating 8-second video clips from text or image prompts. Built on the powerful Veo 3 model, Flow allows users to stitch together short clips into longer videos, enabling rapid, scalable storytelling.

For marketers, this represents a major leap forward. The ability to rapidly generate variations on the fly opens new doors for A/B testing, personalization, and campaign optimization. Imagine testing dozens of video variants overnight such as swapping headlines, CTAs, or product shots to pinpoint what resonates. The same technology also adapts content for different audiences, whether it’s highlighting a product feature for technology enthusiasts or emotional benefits for casual browsers. When campaigns need mid-flight adjustments, marketers can refine underperforming videos by updating visuals or narratives without starting from scratch.

It’s no longer about creating one polished asset—it’s about generating hundreds of relevant ones that speak to different audiences with precision, whether testing ad variations, customizing messaging, or iterating for maximum impact.