Ads Marketing Disruption: Imagen 4, Veo 3 & Lyria 2 Rewrite the Creative Supply Chain
I’ve just finished reading Google Cloud’s update on Imagen 4, Veo 3 and Lyria 2 on Vertex AI, and the message is blunt: the high-cost, agency-heavy pipeline for ads is living on borrowed time.
Three models, one end-to-end studio
Imagen 4 (text-to-image)
Crisper visuals, tighter prompt fidelity and multilingual support, all straight from Vertex Media Studio
Veo 3 (text/image-to-video)
Generates high-quality video with built-in speech and sound effects; brands are already slashing production cycles from weeks to hours
Lyria 2 (text-to-music)
Studio-grade tracks with control over instruments, tempo and mood, now generally available
Together, they cover every layer of a marketing asset: image → motion → soundtrack. Add Gemini for copy and you’ve got a full-stack content line that fits in a browser tab.
Why did this rewrite the marketing supply-chain
For decades, ad production has been a relay race: creative brief to agency, agency to studio, studio to post‑house. Each hand‑off adding cost, delays and noise.
When Imagen, Veo and Lyria sit behind a single prompt, that relay collapses into a solo sprint: marketers ideate, generate and publish inside the same browser window. Here’s what changes in practice:
No middle mile: Stock-photo sites, voice-over marketplaces, even small post-houses lose their gatekeeper role when a prompt returns finished assets in minutes.
Iterate at campaign speed: Kraft Heinz cut creative turnaround from eight weeks to eight hours by folding Imagen and Veo into its internal platform.
Global by default: Multilingual prompts mean the same creative concept localises itself, not via outsourced transfer creation.
Built-in compliance layer: All outputs ship with SynthID watermarks and safety filters, so brand teams start with audit-ready media.
A playbook for small businesses
If enterprise business like Kraft Heinz can utilize Imagen and Veo, then I thought perhaps small businesses can utilize Imagen and Veo and Lyria as well.
Hence, I create this playbook for small businesses:
Prototype first, shoot later: Mock up storyboards in Imagen 4; validate with customers before spending a cent on real sets.
Micro-budget video: Veo 3 plus a £30 YouTube ad credit can test-run concepts that used to need a full crew.
Signature sound-alike: Use Lyria 2 to craft royalty-free “brand jingles” that adapt to each season’s promo.
Vertically integrated in the cloud: All three models sit behind the same Vertex endpoint, so a no-code tool (or a weekend script) can chain them into an in-house ad factory.
But, outsourcing your brand voice to AI isn’t free of risk
Before you hand the mic entirely to algorithms, pause: every shortcut carries baggage. AI‑generated media moves at breath‑taking speed, but it still inherits the blind spots of its training data and your audience will see any cracks.
Guardrails (filters, watermarks, and a final human check) aren’t optional; they’re the price of moving this fast. Ignore them and we invite issues like:
Uniformity creep – Easy prompts can lead to look-alike campaigns; you still need human taste to stand out.
Data leakage & Intelectual Property: Feeding unreleased product images into third-party prompts may expose strategy if guardrails slip.
Bias & compliance: Even with filters, model outputs can miss cultural nuance or reinforce stereotypes, someone must review before release.
Authenticity backlash: Audiences value “real” stories; over-automation can erode trust if disclosed poorly.
The upside is huge, but governance must grow with the tooling. Treat these models as turbo-charged apprentices, not autopilots. The marketing studio is yours.
Reference:
Last updated