TITLE: Marketers Rank Generative AI Tools for 2025, Google Leads

Marketers evaluating generative AI tools for image and video creation in 2025 have elevated Google's offerings to the top ranks, praising their precision, realism and integration capabilities, according to industry assessments. Tools like OpenAI's Sora and Midjourney, while innovative, received lower marks due to inconsistencies and integration challenges.

The rankings, based on output quality, user experience and functionality, reflect marketers' growing demand for tools that streamline workflows without introducing inefficiencies. As generative AI matures, expectations have shifted from novelty to practical utility, with professionals seeking controllable outputs that integrate seamlessly into existing creative ecosystems.

"If you’re using AI to automate a certain task, but then you have to move files from 15 different softwares, you’re not actually making your life more efficient," said Freddy Dabaghi, chief transformation officer at Crispin.

Google's Nano Banana Earns Top Grade

Google's Nano Banana Pro, an image generation and editing tool powered by its Gemini large language model, launched in November 2025 and quickly became a preferred choice among agency executives. Marketers highlighted its superior precision compared to competitors like Midjourney, Canva and Adobe Firefly, noting reduced 'AI sheen' — a term for unnatural inconsistencies or overly polished appearances that can undermine authenticity.

The tool produces hyper-realistic images that blur the line between AI-generated and real content, making it harder for viewers to detect artificial origins. Its embedding within Google's ecosystem, including Google Ads and Gemini workspaces, facilitates direct use in campaigns, minimizing workflow disruptions.

An agency creative director at a large global digital marketing firm described Nano Banana as the team's 'favorite and preferred image generation tool,' citing its reliability as a starting point for creative processes. However, broader limitations in generative AI persist, such as challenges in maintaining consistent characters, narratives and storyboards across iterations. A single prompt adjustment can disrupt continuity, an issue marketers say Nano Banana shares with the field at large.

Google defended the tool's creative potential in response to inquiries, emphasizing its role in enhancing marketing efficiency.

VEO Leads in Video Generation

Complementing Nano Banana, Google's VEO text-to-video model also secured an A grade, lauded for its robustness in handling complex prompts, character consistency and cinematographic elements. Launched at the end of 2024, VEO gained momentum with the May 2025 release of version 3.1, which added audio, voice and lip-sync features.

"VEO is probably the one that we use the most in that it just is incredibly robust," said an executive at a branded entertainment company, speaking anonymously. "It’s just pretty damn good at everything."

Marketers reported VEO surpassing OpenAI's Sora in realism and integration, particularly after its audio enhancements. The tool excels in interpreting prompts for consistent characters and environments, though it remains in early stages and not yet at full production polish. Like other AI video tools, VEO struggles with eliminating all traces of AI sheen, but its Google ecosystem ties make it a staple in professional workflows.

OpenAI's Sora Faces Criticism

OpenAI's Sora, which debuted in December 2024, received a B grade despite early hype. Its September 2025 update, Sora 2, introduced realistic sound effects for iOS users on an invite-only basis, and a recent partnership with Disney allows incorporation of characters from Star Wars, Pixar and Marvel franchises.

Strengths include consistent characters and environments, along with a strong cinematic quality in lighting and visuals. However, marketers pointed to persistent uncanny valley effects, particularly in skin textures and human elements.

"Sora had a really nice cinematic quality to it. I find the lighting and the idea of cinematic look to be great there, but it has a real uncanny valley with skin textures and things like that," said an agency group creative director, speaking on background.

Sora has been outpaced by VEO in hyper-realism and workflow integration. Additional concerns involve its training data, copyright issues and intellectual property usage, especially amid the Disney deal. OpenAI responded by highlighting Sora's innovative potential for content creation.

Midjourney's Established Role Wanes

As one of the earliest entrants since 2022, Midjourney earned a B for its image generation capabilities, particularly in producing 'Marvel movie-style' visuals. Ongoing updates have improved realism and user control, but it trails competitors in hyper-realism, integrations and overall experience.

Marketers expressed reservations due to lawsuits from Disney and Universal over training data, deeming it commercially risky for client work. One agency labeled it a 'no-no' for professional use.

"Midjourney could benefit from more control," said the agency group creative director. "Midjourney has been a little bit more of that Wild West slot machine — put in a prompt and here’s four very different results."

Compared to Nano Banana or Adobe Firefly, Midjourney's reliability and consistency fall short, limiting its role in structured marketing pipelines. Midjourney did not respond to requests for comment.

No Dominant Tool Emerges

Marketers emphasized that no single tool dominates; instead, they are often used in combination to leverage strengths. The fragmented market underscores ongoing needs for improved consistency, control and integration to fulfill AI's promise of expediting, personalizing and scaling content creation.

"Consistency is probably the number one thing that you’ll need to give people," said Jon Weidman, senior vice president of development at Wavelength, an entertainment production company. "Until that challenge is addressed, all of the platforms should be running at it to try to solve it."

As the generative AI landscape evolves, with new tools entering the market, professionals anticipate further refinements to bridge current gaps. The 2025 rankings highlight Google's edge in practical applications, but the field's rapid pace suggests rankings could shift quickly.