Adobe has launched its Firefly Video Model, an AI technology that can generate videos based on text prompts, aiming to transform film and television production. This new tool positions Adobe alongside competitors like OpenAI’s Sora, ByteDance, and Meta Platforms, all of which are developing similar generative AI technologies.
The San Jose-based company emphasizes using data that it has rights to, ensuring that the generated content can be used legally in commercial projects. Adobe plans to gradually roll out the video model to users on its waiting list, though a general release date has yet to be announced.
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While Adobe has not yet disclosed specific clients for its video tools, it has already partnered with brands like Gatorade and Mattel for its image generation model and packaging design. The focus of Adobe’s video tools is to create practical solutions for everyday video creators, allowing for seamless integration with traditional footage.
Ely Greenfield, Adobe’s chief technology officer for digital media, highlighted the importance of fine-grain control in video production, incorporating elements like camera position and motion to cater to the needs of videographers and editors.
