AI video generation technology is advancing rapidly, offering new opportunities for both amateurs and professionals to create stunning visual content. Recently, Google announced that its Gemini AI application will now allow paying users to transform still images into eight-second videos. By simply uploading a photo and describing the desired actions—including sound effects—Google’s video generator, Veo 3, produces a short animated scene. This feature is being utilized to breathe life into old photographs, create imaginative science fiction landscapes, and develop multi-scene narratives.
The introduction of AI-generated video capabilities coincides with a significant improvement in technology, opening avenues for creative workers while raising concerns regarding job displacement, copyright issues, and the potential for deepfakes. In May, Google launched its public video generator, following the release of a similar tool named Sora by OpenAI late last year. The realistic quality of videos generated by Sora sparked mixed reactions on social media, with some users marveling at the technology while others worried about the implications of AI's rapid evolution on our perception of reality.
To create a video using this innovative tool, users must subscribe to a Google AI Pro membership for $19.99 per month or an Ultra membership for $249.99 per month. Once logged in, users can select “video” from the menu options, upload a photo, and enter a description of the desired scene. For images featuring people, users can provide specific stage directions, such as what the person should say or do. For images depicting locations, imaginative prompts can yield unexpected elements like alien spaceships or snowstorms.
AI video generators operate by training complex algorithms on vast databases of images, videos, text, and audio. While the technology is impressive, the output can sometimes be imperfect, displaying anomalies such as extra fingers or duplicated elements—findings corroborated by testing from the Washington Post. However, there are instances where the resulting video is so realistic that it becomes challenging to discern whether it is AI-generated or authentic footage.
AI-generated videos have already made waves online, including a fabricated clip involving Jewish celebrities reacting to controversial remarks by Ye (formerly known as Kanye West). In contrast, a political advertisement in 2023 featured then-candidate Donald Trump struggling to pronounce “anonymous,” which Trump claimed was AI-generated. As AI tools gain traction, they have sparked conflicts between tech companies and content creators—like newspapers and visual artists—who argue that these algorithms are often trained on copyrighted material.
In a significant move, Hollywood giants Disney and Universal became the first major studios to file a copyright infringement lawsuit against AI companies, specifically targeting the startup Midjourney. As AI models continue to improve, many creative professionals express concerns about job security and the potential for AI to replace human roles in the industry.
While the accessibility of AI video generation tools fosters creativity, it also raises alarms about the potential proliferation of deepfakes—realistic but fake sexually explicit images created without consent. Deepfakes of public figures and everyday individuals have circulated online, prompting worries that AI generators without proper safeguards could lead to further misuse.
A spokesperson for Google emphasized that the Gemini update aims to inspire creativity among everyday users rather than replace traditional video jobs. The company also offers a more advanced tool for professionals, Flow, which provides expanded capabilities for serious creators. Gemini is designed to block sexually explicit content in accordance with its policy guidelines.
The rise of AI video tools signifies a shift in how content is created and consumed. According to Brendan Gahan, CEO and co-founder of the influencer marketing agency Creator Authority, video content has surpassed static posts as the most effective means for businesses and influencers to grow their online audience. However, the demand for fresh video content can strain creators, making AI tools a valuable asset for enhancing productivity by fixing poor shots, replacing audio, or adding engaging elements.
Gahan acknowledges that while AI video generation may democratize content creation, it does not necessarily threaten the jobs of professional creatives. He likens generative AI to tools like Photoshop, suggesting that skilled creators will adapt and utilize these technologies to enhance their work. He encourages professionals, especially social media creators, to quickly learn how to leverage AI video tools to remain competitive in an increasingly crowded marketplace.
Despite the promising capabilities of AI video generation, experts like Miranda Bogen, director of the AI Governance Lab at the nonprofit Center for Democracy and Technology, warn about the risks of harmful content. She asserts that lowering barriers to high-quality video production could enable malicious actors to amplify hate speech, perpetrate scams, and disseminate misinformation. Bogen calls for more rigorous safeguards to ensure that companies prioritize safety testing as they develop cutting-edge AI tools.
