Google Labs continues to push the boundaries of AI-driven innovation by releasing the latest version of Pomelli, an experimental marketing assistant. Recent changes include a brand new “Animate” feature powered by Google’s revolutionary Veo 3.1 Video Model. This feature lets users convert static on-brand content into engaging, short animations directly in Pomelli.
Pomelli interface. For small and medium-sized businesses, marketers, and creative teams, this represents a significant leap forward in automated content generation, moving beyond static social media assets to animated, motion-based content that drives engagement across all digital channels.
What Is Google Labs Pomelli?
Pomelli is an AI-powered advertising tool created in collaboration with Google Labs and Google DeepMind. It was designed to assist companies in developing scalable, on-brand marketing materials by studying the website of a company and determining its identity as a brand, including the tone of voice, visual style, colour palette, and communication signals. Based on that Business DNA, Pomelli develops custom campaigns with creative ideas and assets, including captions, images, and concepts.
Pomelli was initially launched as a free beta program as part of a larger Google Labs initiative that offers an early glimpse of experimental AI tools. These experiments are meant to provide feedback and exploration, and often evolve into more refined tools over time.
Introducing the “Animate” Feature
Its Animate function is the latest enhancement to Pomelli’s capabilities. It was announced in the latest updates that it permits users to take static assets created by Pomelli, like branding images, social media posts, or campaign images and convert them into short videos. This is a process that leverages the Veo 3.1 video model, which was announced as a significant improvement to its video-creation technology.
Unlike static content, animated content is often more appealing and efficient for social media platforms such as Instagram, TikTok, YouTube Shorts, and Facebook Reels. By adding motion and motion, the Animated feature lets marketers create more engaging content without needing a separate video editing tool or skills.
How Animate Works?
- Static Asset Generation: Users first create on-brand content using Pomelli, tailored to their site and design.
- Animation Trigger: After the static material is created, users can select the new option Animate to request transitions and motion.
- Veo 3.1 Integration: Behind the scenes, Animate uses Veo 3.1, Google’s top-of-the-line video creation tool that creates exciting animations from selected assets.
- Output and Customisation: The outcome is a brief motion graphics or animated video which maintains the brand’s consistency. It is common for users to fine-tune timing, motion effects, and other settings before exporting.
What Is Veo 3.1?
Veo 3.1 is Google’s most recent AI technology for video creation. It improves video production by enhancing audio synthesis, enabling more effective narrative control, and providing more real-looking visual output. While it’s primarily used in tools such as Flow or Gemini’s Video tools, Veo 3.1 is now being developed for use in Pomelli’s Animate workflow.
The main abilities of Veo 3.1 include:
- Sound Integration: This model can create synchronised sound effects, including dialogue, ambient audio, and audio with accompanying visuals.
- Improved Continuity: More adherence to prompts, as well as smoother transitions from frames.
- Reference-Guided Animation: The ability to use reference images to help guide the character’s or object’s continuity throughout an entire sequence.
This blend of visuals and sound allows Pomelli to create branded, polished animated videos, even when based on stationary designs.
Pomelli Animate: Benefits for Marketers and Businesses
Integrating Animate with the existing brand-focused content generation provides many advantages:
1. Faster Production of Dynamic Content
Traditional video creation typically requires additional tools, knowledge and resources. With Animate, companies can create engaging motion content directly in Pomelli’s interface, speeding up the time from conception to publishing.
2. Maintained Brand Consistency
Since Pomelli already analyses and embeds brand identities in its outputs, the animations made using Animate naturally match the brand’s style and look, including graphics, tone, and colours.
3. Enhanced Engagement
Motion content tends to draw more attention on social media platforms than static content. Animated marketing content can boost visibility and engagement, especially on video-centric platforms where attention spans tend to be short.
4. Low Barrier to Entry
Solo creators and small-scale businesses that lack dedicated video editors or design teams are now able to create animated content with no specialised knowledge or the use of additional tools.
Pomelli Animate: Limitations and Considerations
While looking promising, it has a few crucial aspects to keep in mind:
- Experimental Status: The two programs, Pomelli and Animate, remain experimental tools in Google Labs, meaning capabilities can change and outputs might differ.
- Regional Accessibility: Initial launches could be restricted to specific regions and languages during the public beta stages.
- AI-Generated Content Disclaimers: As with all artificial intelligence (AI)-generated content, as with all AI tools, the outputs need to be scrutinised to ensure accuracy, appropriateness, and brand alignment before publication. Human oversight is highly recommended.
Pomelli Animate: Future of AI Marketing Content
The development of Animate is a sign of broader progress: AI tools are increasingly capable of creating complete workflows for content, ranging from static and textual designs to full-motion marketing material. With models such as Veo 3.1 powering cross-tool capabilities, marketers can expect more automation, greater creativity, and faster iteration in content creation.
As Google Labs and other innovation hubs advance the development of these technologies, animation and video creation could become an integral component of AI-powered marketing platforms, blurring the lines between automation and design.
Final Thoughts
The launch of the Animate feature in Pomelli shows how fast AI is advancing towards complete-cycle marketing automation. By combining brand intelligence with visual creation and animated content powered by Veo 3.1, Google Labs is making Pomelli a flexible creator that can produce high-quality content in minutes. Although it is still in the early stages, the software hints at a future in which sophisticated motion graphics and video content don’t require specialisation or a large design budget. As these technologies develop, marketers can anticipate more efficient multimodal capabilities that will reduce production time and increase the quality of their work. Businesses that embrace these technologies earlier will be able to produce more engaging, sustainable and visually captivating marketing campaigns.
Frequently Asked Questions
1. What platforms am I able to utilise Animate on?
Animation is a part of Google Labs’ Pomelli interface. It is accessible through the labs.google.com site or similar product portals, subject to availability and regional beta deployment.
2. Do I need a separate video software to use Animate?
No. Animate uses the Veo 3.1 inside Pomelli to create animations directly, eliminating the need for external editors.
3. Are there ways to edit animations after the generation?
The majority of workflows offer basic options for customisation, such as motion and transition pacing; however, advanced editing may require specialised tools.
4. Are Veo 3.1 employed as a part of different Google AI tools?
Yes. Veo 3.1 also appears in larger Google AI offerings, such as Gemini video generation and Flow for editing cinematic videos.
5. Are animations on-brand?
Since Pomelli develops content based on brand analysis, the animations created with Animate aim to convey your brand’s image consistently.
6. Are there any costs associated with these options?
Pomelli and Animate are both experimental and available for free during beta, but pricing and usage limits may change.
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