How Google is using the cloud to pitch creative AI tools

Google built its empire on media dollars. Now, it’s eyeing the other side of the equation — creativity — with AI as its way in.

The signs have been piling up over the last 18 months but the clearest signal yet came last week at the annual Google Cloud Next.

In Las Vegas, the giant unveiled an expanded suite of content creation tools: Veo 2 for video, Imagen 3 for images, Lyria for music and the Chirp 3 model for custom voice tech, all designed to turn minimal input into maximum output. Execs did this throughout the event not just by talking about the technical capabilities of the tools but also showcasing how brands and agencies are already adopting them to create and scale multimedia content.

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