Gemini Omni: realistic AI video and what it means for SMEs

What Gemini Omni Changes

On May 23, 2026, Google released Gemini Omni, its AI model billed as anything-to-anything. In practice, the system accepts any combination of input (text, image, audio, video) and returns output in any format. The barrier between different types of content has effectively disappeared.

According to the hands-on review published by The Verge, the model can generate realistic video from still images with surprisingly little technical effort. The editorial team's tests show convincing results even with complex subjects, without requiring advanced post-production skills.

This marks a paradigm shift from earlier models. The quality of the generated video also surpasses what similar tools could do just a few months ago. As a result, the line between authentic and synthetic content is getting harder and harder to spot with the naked eye.

Multimodal architecture: how it really works

Gemini Omni is not just an incremental update. It's a deep overhaul of the model's architecture. Google built a natively multimodal system, where the different input and output modalities are integrated from the training stage.

Specifically, the model doesn't first convert text into an image and then the image into video through separate pipelines. The process is therefore more coherent and produces output with fewer visual artifacts. This approach also reduces overall latency in generation.

To dig deeper into the technical evolution of multimodal models, the analyses from MIT Technology Review are worth reading, as it has documented the trajectory of these systems over the past few years. Similarly, Gartner's reports on generative AI offer a picture of enterprise adoption expectations.

Immediate impact on digital content production

For Italian SMEs, the first practical implication concerns content production. Today, creating a credible promotional video takes fewer resources than it did last year. Production costs for visual campaigns can therefore fall significantly.

However, this democratization carries a specific risk. If the barrier to entry drops for everyone, competitors and bad actors alike can easily produce high-quality content. Brand differentiation can no longer rely on the technical quality of video alone.

At SHM Studio, we see the savviest companies already shifting their focus to narrative consistency and perceived authenticity. In other words, value is moving from production to strategy. That's why a well-structured digital marketing strategy matters even more in this context.

The deepfake issue: a real reputational risk

Gemini Omni amplifies an issue that already exists in the digital landscape: corporate deepfakes. It's a topic to tackle head-on, without alarmism but without underestimating it.

A synthetic video showing an executive making statements they never made can now be produced quickly. And the quality Gemini Omni achieves makes it harder to spot at first glance. SMEs need to factor this scenario into how they manage reputational risk.

Mitigation measures include actively monitoring brand mentions, setting up internal verification protocols, and communicating transparently with stakeholders and customers. Companies in regulated sectors such as finance, healthcare and legal in particular must pay attention to the regulatory implications. Your brand's organic visibility on Google can also act as a reputational shield, since a solid ranking makes it harder for fake content to go viral.

What nobody is saying: the problem of scalable trust

There's one aspect that rarely comes up in the public debate around these tools. The real problem isn't any single piece of fake content. It's the gradual erosion of trust in all visual content.

When audiences can no longer tell real from synthetic, the natural response is blanket distrust. Even authentic content gets viewed with suspicion. This hits smaller brands disproportionately, since they lack the name recognition to be seen as credible by default.

That's why investing in authoritative copywriting and verifiable content becomes a strategic lever. Likewise, being present on channels like LinkedIn, where the professional context limits the spread of manipulated content, adds another layer of reputational protection.

What to do now: practical guidance for SMEs

First, map your most exposed digital touchpoints. Video channels such as YouTube, Instagram Reels and TikTok carry the highest risk of impersonation. Make sure you have verified control of your official accounts.

Next, define an internal policy on the use of generative AI. It should set out which tools are approved, in which contexts, and with what review processes. It should also include disclosure guidelines: when and how to say that a piece of content was produced with the help of AI.

On the opportunity side, SMEs can use Gemini Omni and similar tools to speed up the production of low-risk content: explainer videos, product tutorials, animated presentations. Still, it's wise to keep human oversight of the creative process. The AI services we offer build in this oversight in a structured way.

Finally, if you run advertising campaigns, consider how these tools affect the way your ads are perceived. Google Ads campaigns that use generative video assets could benefit from lower production costs, but they need careful checks for brand consistency.

Outlook: where we're heading in 2027-2028

Projections for the next two years point to further acceleration. According to McKinsey Global Institute, adoption of generative AI tools in marketing and communications functions will keep growing strongly through 2028. Companies that don't build in-house skills today risk falling structurally behind.

On the other hand, companies that combine these tools with clear governance can gain real competitive advantages: faster production, personalized content, lower operating costs. The question isn't whether to adopt generative AI, but how to do it responsibly.

For Italian SMEs, the most effective path runs through specialized consulting that looks at the company's specific context. At SHM Studio, we guide businesses through this process, from defining the strategy to selecting tools to training internal teams. To learn more, visit our web services section, explore our analyses on the blog or get in touch directly via the contact page.