On Monday, Adobe announced that it has begun the public rollout of an AI model capable of generating video from text prompts, joining the growing number of companies looking to revolutionize film and television production through generative AI.
This technology, known as the Firefly Video Model, will compete with OpenAI’s Sora, which launched earlier this year, along with similar tools recently introduced by ByteDance (owner of TikTok) and Meta Platforms.
Adobe, despite facing much larger competitors, has focused on developing models that are trained using data it has the legal rights to, ensuring the generated content can be safely used for commercial purposes.
The San Jose, California-based company has started granting access to individuals who signed up for its waiting list, though a general release date has not yet been provided.
Although Adobe has yet to reveal any customers for its video tools, it shared that Gatorade, owned by PepsiCo (PEP.O), will use its image generation model for custom bottle designs on its website. Additionally, Mattel (MAT.O) has been leveraging Adobe tools for designing packaging for its Barbie dolls.
Adobe’s video tools are designed to be practical for everyday use by video creators and editors, with a particular emphasis on ensuring the AI-generated footage seamlessly integrates with traditional video content, according to Ely Greenfield, Adobe’s Chief Technology Officer for Digital Media.
“We focus on fine-grain control, teaching the model the concepts that video editors and videographers use – things like camera position, camera angle, camera motion,” Greenfield told Reuters in an interview.
