Veo, Google’s latest generative AI video model, is now available for businesses to start incorporating into their content creation pipelines. After first being unveiled in May — three months after OpenAI demoed its competing Sora product — Veo has beaten it to market by launching in a private preview via Google’s Vertex AI platform.

Google’s Veo is being marketed to advertisers for making cheaper, quicker ads, even though consumers may hate it.

Google has begun rolling out private access to its Veo and Imagen 3 generative AI models. Starting today, customers of the company’s Vertex AI Google Cloud package can begin using Veo to generate videos from text prompts and images. Then, as of next week, Google will make Imagen 3, its latest text-to-image framework, available to those same users.

Google Veo, the company's new text-to-video model is launching in private preview today, and it can create videos using existing or AI-generated images.

The company also said that Imagen 3, Google’s highest-quality text-to-image AI model, will be available to all Google Cloud customers globally on Vertex. Vertex AI is a managed platform that allows users to train and deploy machine learning models and customize generative LLMs for use in AI-powered applications.