Key Points
- Adobe has launched the Firefly Video Model, an AI tool that generates video from text prompts.
- Adobe’s tool will compete with similar video AI tools from OpenAI, ByteDance, and Meta.
- The Firefly Video Model will initially be available to users on a waiting list, and there is no confirmed general release date.
- Adobe is focused on using data it has rights to, ensuring its AI-generated content can be legally used in commercial work.
Adobe has announced the public distribution of its latest generative AI tool, the Firefly Video Model, a cutting-edge technology designed to generate video from text prompts. It marks Adobe’s foray into a rapidly growing field where generative artificial intelligence is set to revolutionize film and television production. With this new offering, Adobe joins the ranks of companies like OpenAI, whose video tool Sora debuted earlier this year, and ByteDance and Meta, which have recently unveiled their video AI tools.
The Firefly Video Model will initially be available to individuals who have signed up for Adobe’s waiting list, though a general release date has not been announced. As competition in the AI video space heats up, Adobe faces much larger rivals. However, the company is focusing on building its AI models on datasets to which it has legal rights, ensuring that the generated content can be safely used in commercial settings. This approach distinguishes Adobe from its competitors and aligns with its goal of providing legally sound solutions for businesses and creators.
Though no customers have been publicly announced for the Firefly Video Model, Adobe revealed that PepsiCo-owned Gatorade will use its image generation AI for a custom bottle-ordering site. Additionally, toy giant Mattel has been using Adobe’s AI tools to help design packaging for its popular Barbie dolls, highlighting how brands already leverage Adobe’s AI capabilities in commercial applications.
One of the key advantages Adobe is touting with its Firefly Video Model is its focus on practicality for everyday video creators and editors. Adobe aims to blend its AI-generated video seamlessly with conventional footage, enabling creators to integrate AI-driven content into their projects. Ely Greenfield, Adobe’s Chief Technology Officer for Digital Media, emphasized the model’s fine-tuned control and its ability to incorporate essential concepts used by videographers, such as camera position, angle, and motion.
This focus on video-editing fundamentals reflects Adobe’s commitment to empowering creators with AI tools that meet the needs of professional production environments. As generative AI continues to expand across creative industries, Adobe’s Firefly Video Model positions the company as a key player in the future of AI-driven video creation.
