State of Generative Media 2025: Google Takes Lead
Generative media has moved from experimentation to mainstream adoption. Google leads with Gemini for images and Veo for video, enabling creators and organizations to achieve rapid ROI.
Generative media—AI-generated text, images, video, and audio—is now part of mainstream workflows. The Q3 2025 survey of approximately 300 developers and creators revealed that personal creators are leading adoption, using AI for projects in entertainment, marketing, storytelling, and education. Image generation leads adoption among personal users (89%), while video is quickly catching up. Google’s Gemini and Veo have emerged as the go-to tools, reshaping how creators and organizations approach content.
The shift is not just about creating more content—it’s about creating smarter, faster, and more personalized content. Teams can now iterate concepts in hours instead of days, and campaigns can be adapted in real-time based on AI-generated visuals and video. For creators, this opens the door to experimentation at a scale that was previously impossible, letting imagination drive production rather than being limited by time or resources.
What Is Generative Media—and Why 2025 Matters
Generative media is more than a tool—it’s a creative engine. While previous waves focused mostly on text, 2025 marks the era of full-spectrum media generation, where diverse content is created across multiple modalities: images, video, audio, and text.
Key survey insights show that:
- Image generation is more mature than video, especially for personal creators experimenting with one-off projects.
- Popular use areas include entertainment, creative storytelling, marketing, and education.
- Organizations are moving from prototyping to production, with 44% of image models and 39% of video models already deployed.
- ROI is accelerating: 65% of organizations report returns within 12 months, and 34% are already profitable.
These trends confirm that generative media is not just experimentation—it’s driving measurable creative and business impact across industries.
Google Takes the Lead
Google’s dominance is rooted in ecosystem strength and integration. Gemini leads image generation with a 74% share, while Veo commands 69% of video adoption. ChatGPT remains a popular gateway, but Google applications are increasingly embedded directly into workflows.
According to the survey, quality drives adoption. Personal creators focus on output precision, while organizations weigh both quality and cost—especially for video APIs. This alignment highlights Google’s influence across both personal and organizational adoption in generative media.
The survey underlines a clear shift toward Google:
- Personal users mostly access models through applications like Gemini and ChatGPT.
- Organizations balance applications and APIs, with Google AI Studio leading both image and video endpoints.
- Personal creators experiment with one-off projects, followed by entertainment and storytelling, while organizations are moving toward production workflows.
- Market focus has shifted from “What can AI generate?” to “What value does AI deliver?”
Google’s combination of quality, accessibility, and cost efficiency explains its lead in adoption and ROI.
Transforming Creative Workflows and Possibilities
Generative media is redefining creative work. Storyboarding, image generation, video production, and distribution now form an integrated journey. Gemini and Veo let marketers rapidly produce hundreds of high-quality content variations, while creators themselves become directors of AI-enhanced creation. Enterprises can scale proprietary workflows, embedding brand assets, tone, and data into AI systems.
The survey shows that AI is no longer just an effective tool—it has become a creative partner, enabling teams to explore ideas, experiment at scale, and produce content that resonates across marketing, storytelling, and enterprise projects. Organizations are already seeing measurable ROI, with 65% reporting returns within 12 months and 34% profitable, demonstrating that AI-driven workflows are not just innovative — they are delivering measurable impact across industries.