Video has become essential to digital advertising, but producing enough of it remains one of the biggest bottlenecks for performance teams. Brands need vertical videos for Shorts, multiple variations for testing, fresh assets for Performance Max and creative that can keep pace with increasingly automated campaigns.

Google wants AI to remove much of that friction.

Gemini Omni is coming directly to Asset Studio in Google Ads, giving advertisers the ability to turn creative briefs, brand guidelines, website information and existing assets into campaign-ready video. Advertisers can generate concepts, create scenes, refine videos conversationally and adapt creative into multiple formats without leaving the Google Ads workflow.

This is bigger than Google adding another AI creation tool. It brings creative production considerably closer to the system responsible for distributing and optimising that creative.

For performance marketers, that could change both the speed of creative testing and where the real competitive advantage in advertising comes from.

From Creative Brief to Video Inside Google Ads

Gemini Omni is Google's multimodal model for creating and editing video using different inputs, including text, images and existing video. Its integration into Google Ads means advertisers will be able to use those capabilities through Asset Studio.

A brand can provide its website, brand guidelines, existing assets and a creative brief. Gemini Omni can then help develop storyboards and scenes that can be refined through additional instructions, including changes to backgrounds, pacing, voiceovers and visual treatments.

Those assets can then be prepared in different aspect ratios for advertising across Google and YouTube.

The important development is not simply AI video generation. It is the shrinking distance between creative idea, production, variation and campaign deployment.

Google Is Going After the Creative Bottleneck

Advertising platforms have become remarkably good at optimising media, but algorithms still need enough creative to work with.

One polished brand film cannot efficiently serve every placement across YouTube, Shorts, Demand Gen, Performance Max and Google's broader inventory. Different environments require different formats, openings, messages and creative treatments.

That creates a production problem.

Every additional video traditionally requires some combination of scripting, shooting, editing, resizing and approvals. As campaigns scale, creative demand can grow faster than production teams can realistically support.

Gemini Omni changes those economics. Existing product imagery, videos and campaign concepts can become foundations for additional variations rather than requiring completely new production every time.

For smaller brands, this can make video advertising considerably more accessible. For larger advertisers, the bigger opportunity is increasing creative velocity without increasing production requirements at the same rate.

Creative Testing Could Become Continuous

The real performance opportunity is experimentation.

A growth team may want to know whether a product demonstration performs better than a lifestyle story, whether a different opening improves attention or whether customers respond more strongly to convenience, price or quality.

Historically, every hypothesis carried a production cost. That naturally limited how many ideas could be tested.

AI-generated video reduces that friction. Instead of waiting weeks for another production cycle, teams can potentially create variations from existing assets and move promising concepts into campaigns much faster.

That changes creative optimisation from occasional refreshes into something closer to a continuous testing process.

The value is not in generating 30 videos simply because the technology makes it possible. It is in testing three genuinely different hypotheses, measuring what happens and using those results to inform the next round of creative.

More Video Will Not Automatically Mean Better Advertising

There is an obvious downside to making production easier. Every advertiser gains access to similar capabilities.

Google says more than half of SMBs advertising on Google already use Google AI to create or optimise creative, while usage of Gemini-generated assets grew significantly during 2025.

As adoption increases, simply using AI will stop being an advantage.

A generic brief can still produce a generic advertisement, regardless of how sophisticated the generation model becomes. Brands still need an interesting proposition, strong customer insight and creative direction that distinguishes them from competitors.

Gemini Omni can accelerate the execution of an idea. It cannot determine whether that idea deserves someone's attention.

That distinction will become increasingly important as professionally produced AI advertising becomes commonplace.

Google Ads Is Becoming More Than a Media Platform

Gemini Omni also fits into Google's wider advertising strategy.

Performance Max already automates campaign delivery across Google's inventory. AI Max is expanding AI-powered capabilities in Search. Google's creative tools have increasingly incorporated generative image and video technology through Asset Studio.

Adding Gemini Omni takes Google further upstream into the creative process.

The same ecosystem can increasingly help advertisers create assets, determine audiences, optimise bids, select placements and measure outcomes.

That creates enormous efficiency, but it also changes what performance marketers need to be good at.

When platforms handle more execution, human advantage shifts toward strategy, customer insight, creative direction, measurement and experimentation.

The New Creative Advantage Is the Thinking Behind the Asset

Gemini Omni could remove one of the biggest constraints in performance advertising by making video production faster and more accessible.

But faster production should not become an excuse for more content without purpose.

The strongest performance teams will use tools like Gemini Omni to shorten the distance between an insight and a measurable experiment. They will generate variations because there is something meaningful to test, not simply because AI makes generating variations easy.

At Creative Cuddle, this is how we see the role of AI in performance creative. Technology should accelerate the process of turning customer insight into creative, creative into experiments and experiments into better decisions.

As production becomes easier for everyone, the advantage will increasingly belong to brands that understand what deserves to be created, why it should exist and what they expect to learn from it.