A virtual viewpoint image generation apparatus including: a first generation unit configured to generate, based on a plurality of captured images obtained by a plurality of first cameras, a first virtual viewpoint image in accordance with a position and direction of a virtual viewpoint; a determination unit configured to determine, in accordance with evaluation results of the first virtual viewpoint image, whether or not to generate a second virtual viewpoint image whose image quality is higher than that of the first virtual viewpoint image based on one or a plurality of captured images obtained by one or a plurality of second cameras; and a second generation unit configured to generate the second virtual viewpoint image whose image quality is higher than that of the first virtual viewpoint image in accordance with determination by the determination unit.