CALIFORNIA: Adobe recently announced it has started publicly distributing an AI model that generates video from text prompts, entering the competitive arena of companies aiming to revolutionize film and television production with generative artificial intelligence.
The technology, known as the Firefly Video Model, will compete with OpenAI’s Sora, which launched earlier this year, while TikTok’s parent company ByteDance and Meta Platforms have also recently introduced their own video tools.
To differentiate itself from larger competitors, Adobe is focusing on developing models trained on data it has rights to use, ensuring that the generated content can be legally utilized in commercial projects. Based in San Jose, California, Adobe plans to roll out the tool to those on its waiting list but hasn’t specified a general release date.
Although Adobe has not yet disclosed any customers using its video tools, it did reveal that PepsiCo-owned Gatorade will utilize its image generation model for a platform that allows customers to order custom-made bottles. Additionally, Mattel has been leveraging Adobe tools to design packaging for its Barbie dolls.
For its video offerings, Adobe aims to make the tools accessible for everyday video creators and editors, emphasizing the importance of blending AI-generated footage with traditional content. Ely Greenfield, Adobe’s chief technology officer for digital media, stated, “We really focus on fine-grain control, teaching the model the concepts that video editors and videographers use—things like camera position, angle, and motion,” in an interview with Reuters.
