Exploring Flow: The Latest in AI for Business

Google Flow is a browser-based filmmaking tool powered by multimodal models:

• Veo 3: Generates high-quality video with native audio and realistic motion
• Imagen 4: Creates photorealistic or abstract images for characters and scenes
• Gemini: Interprets natural language prompts and orchestrates the generation process

Flow offers creators tools for camera control, scene continuity, and asset management to streamline how stories are told with AI. It’s currently accessible to Google AI Pro and Ultra subscribers, with broader rollout planned across 70+ countries.

• Camera controls: Simulate pans, zooms, and perspective shifts
• Scene builder: Maintain character consistency and smooth motion across clips
• Asset management: Tag, reuse, and organize images, sounds, and generated clips
• Flow TV: Browse a curated feed of user-created videos and their underlying prompts
• Gemini prompting: Use plain English to describe complex shots or edits
• Multi-input support: Combine uploaded images, previous outputs, and AI-generated assets

With Veo 3, Flow can generate short films complete with voice, sound, and ambiance; all from a sentence-long description.

While Flow itself is aimed at creative users, the underlying models are available via Vertex AI. That opens the door for enterprises to build custom content generation pipelines using the same technology stack. Use cases include:

• Marketing: Personalized video ads, product launches, regional campaigns
• Education: Interactive lessons, training videos, on-the-fly scenario simulations
• Retail and e-commerce: Visual walkthroughs, virtual assistants, customer demos
• Enterprise communications: Branded internal briefings, onboarding journeys
• Healthcare and finance: Visual explainer content, process simulation, stakeholder training

By leveraging Flow’s foundation through Vertex AI, enterprises can scale content production and unlock new formats, without needing a film crew or motion design studio.

Flow unlocks new creative velocity but comes with enterprise constraints:

• Cost planning: Subscriptions ($19.99–$249.99/month) plus compute-based Vertex AI usage
• Integration effort: Connecting Flow’s models with enterprise DAMs, CMSs, or workflows
• Data privacy: Content security must align with internal compliance and brand safety
• Talent enablement: AI-savvy creative and engineering teams are needed to scale adoption
• Vendor strategy: Heavy reliance on Google’s ecosystem may require governance review

AI storytelling isn’t just a technical exercise, it’s a creative partnership. To shape Flow for real-world use, Google collaborated with a select group of filmmakers who pushed the tool beyond first principles.

Filmmakers like Dave Clark, Henry Daubrez, and Junie Lau used Flow (alongside other tools) to create boundary-pushing short films like Battalion, Kitsune, and Dear Stranger. Their input shaped Flow’s usability, from camera controls to narrative coherence. These projects show how AI can support creative risk, not replace it.

As Junie Lau puts it, AI tools like Flow “expand the boundaries of creative expression”, a principle that resonates far beyond film.

Whether you're producing marketing content, educational modules, or enterprise training, the creative breakthroughs seen in film point to what’s possible when human vision meets scalable AI tooling.

Google Flow highlights a broader shift: generative media isn’t just for YouTubers or studios. It’s becoming an enterprise capability. In the next wave, we expect:

• Smarter agents: Scene-aware AI collaborators that adapt in real time
• Multi-modal orchestration: Seamless transitions between image, video, audio, and text
• Democratized creation: No-code workflows where anyone can author rich content
• Domain-specific training: Verticals like legal, finance, and education will see tailored media generators
• Expanded governance: AI-generated media will push new policies around truth, bias, and disclosure

The enterprises that embrace this shift, retraining teams, integrating generative models, and testing new formats, will stand out in how they communicate, educate, and differentiate.

If your team creates content for training, marketing, support, or customer-facing experiences, Flow’s underlying models (Veo, Imagen, Gemini) are now enterprise-available via Vertex AI.

Talk to a Turing Expert to define how generative AI fits into your roadmap. Whether building customer-facing experiences or internal tools, we help you use the best model stack for your goals, with clarity on cost, deployment, and safety.