Google hopes that its generative AI video tool flow will gain foothold among creatives, bringing filmmakers inside to help them do so.
The tech giant says that filmmaker and creative director Henry Doveles works as a resident filmmaker at Google Labs, using the company's tools to create new content, shaping Flow as a product, and coaching other filmmakers whose company is calling flow sessions.
Flow sessions provide participants with free access to the flow, as well as guidance and mentorship. Google officially unveiled the flow earlier this year, along with partnership between Darren Aronofsky and his new venture primitive soup.
“We often only provided text on the video. [in prior models]But the quality of the model reached the point where we began to see very creative people starting to create 3-4 minute shorts. And that told us, well, there's something out there,” said Thomas Iljic, a product lead at Google Labs. Hollywood Reporter In an interview at the time.
Daubrez was one of those filmmakers and used this tool to create electric pink for the film (you can see the film below). He is also developing Enchanting doora project where flow users can jump to the story and decide what happens next.
Generator AI video tools are growing, and some AI-centric filmmakers already use the tools every day. Meanwhile, all Hollywood studios are AI-Curious and hope that the tools will help reduce costs and increase productivity.
As one of the world's largest tech giants, Google's position in space is commander, but competition from meta and open is fierce. The company bets that its deeper relationship with creatives can help video tools stand out in a market where they are beginning to expand quality, availability and accessibility.
