Thursday, May 22, 2025

In a rapidly evolving digital landscape, AI-generated video content is no longer a futuristic concept—it’s here, scalable, and transforming how travel marketers engage audiences. At the heart of this transformation is Veo2, the world’s first generative video model that is both legally sound and creatively advanced, according to Will Hanschell, CEO and Co-Founder of Pencil. Designed specifically with marketers in mind, Veo2 enables the generation of high-quality video content in seconds, cutting down production timelines that would traditionally take days or even weeks of expensive, on-location shoots. This is particularly valuable for travel marketers seeking to create immersive, original visuals without the operational and financial burden of traditional video production.

Veo2, now integrated into Pencil Pro, offers more than just quick output. It provides creative control, IP indemnity, and alignment with branding and marketing standards. These capabilities make it a reliable tool for brands operating at global scale, especially in high-demand industries like travel and tourism. Pencil Pro complements Veo2 by helping brands prompt AI models accurately, using AI-generated prompts derived from brand guidelines, and by deploying AI-based scoring systems that ensure compliance with established marketing frameworks like Google’s ABCD.

An exciting example of this technology in action is the collaboration with Japan Airlines (JAL) on AI-generated in-flight video content. According to Jack Smyth, Chief Solutions Officer at Jellyfish and a partner in The Brandtech Group, the Gemini model from Google played a critical role in this project. Gemini provided a range of creative treatments, scene ideas, and script suggestions, which the human creative team then curated into final video executions. This process dramatically reduced production time—from concept to final product—in just a matter of hours, showcasing the speed and efficiency that AI can bring to campaign creation.

Smyth also highlighted that the collaboration included teams from Brandtech’s Pencil, Jellyfish, and Japan Airlines itself. Together, they demonstrated the immense potential of AI as a collaborative tool that enhances rather than replaces human creativity.

Minako Kent, Managing Director of Global Marketing at Japan Airlines, sees AI playing a pivotal role in the future of travel marketing. She emphasized AI’s potential to deliver personalized, relevant content across all digital touchpoints—not just in advertisements or destination guides. According to her, this approach will improve the entire customer journey, offering travelers real-time, tailored information that aligns with their interests, travel patterns, and preferences.

Beyond Japan Airlines, the integration of Veo2 and Pencil Pro has broader implications for creative scalability and platform optimization. As Hanschell explained, marketers can now produce platform-specific video content more easily and affordably. This unlocks new possibilities for leveraging platforms like YouTube, TikTok, and Instagram, not just for broadcasting messages, but for running localized and personalized creative experiments. With AI reducing production costs and accelerating turnaround times, marketers can test more ideas, adapt content quickly, and target audience segments more effectively.

In summary, the synergy of Veo2, Pencil Pro, and advanced AI models like Gemini is ushering in a new era of efficient, scalable, and brand-aligned video marketing. Particularly in the travel industry, where visual storytelling drives engagement and sales, these tools offer a powerful advantage—one that can dramatically amplify reach, lower costs, and elevate the creative impact of every campaign.

Veo2 is the first generative video model that is legally (indemnity, IP etc.) and creatively (video generation quality and control) “ready” and available for use by marketers. It allows marketers, especially those in the travel space, to generate original video footage in seconds that would have taken days or weeks of expensive on-location shoots to achieve. – Will Hanschell, CEO and Co-Founder of Pencil

Gemini was a valuable collaborator, suggesting a diverse set of treatments, settings, and copy lines for our human creative team to curate and assemble into the final execution. – Jack Smyth, The Brandtech Group Partner and Chief Solutions Officer of Jellyfish

It came together in a matter of hours. The collaboration involved Brandtech’s Pencil team on the creative, along with Jellyfish and the client, Japan Airlines. – Jack Smyth, The Brandtech Group Partner and Chief Solutions Officer of Jellyfish

AI will be key to delivering highly relevant, personalized content at scale across all our digital touchpoints. This capability won’t be limited to specific areas like paid ads or destination guides; rather, it will enhance the entire customer journey in serving our travelers, providing them with timely, relevant, and tailored information. – Minako Kent, Managing Director of Global Marketing, Japan Airlines

AI models including Veo2 need to be prompted. In offering models like Veo2, Pencil Pro also provides tools to help marketers and creatives prompt them in alignment with brand guidelines by using other AI models like Gemini to read the guidelines and word the prompts correctly. Separately, we offer AI based scoring systems that evaluate content that is generated for alignment to frameworks like Google’s ABCD. – Will Hanschell, CEO and Co-Founder of Pencil

It means marketers can actually access these platforms more easily by having video content appropriate for them at a much lower cost. It also means marketers can utilize these platforms to their full capability – such as by localizing or personalizing content as well as running more creative tests, both of which require scaled creative production

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