On Monday, Adobe announced the public rollout of its AI model designed to create videos from text prompts, entering a competitive field alongside companies like OpenAI, ByteDance, and Meta. The model, named Firefly Video, is Adobe’s latest offering in the realm of generative artificial intelligence aimed at transforming the film and television industry. This move positions Adobe against larger tech giants who have also recently introduced their own video AI tools. OpenAI launched Sora earlier this year, while TikTok’s parent company ByteDance and Meta have also been working on similar technologies.
Adobe’s strategy for standing out in this increasingly crowded market involves using AI models trained exclusively on data that it has the legal rights to, ensuring the content produced by these tools can be used commercially without legal complications. This emphasis on intellectual property rights is a key part of the company’s approach as it seeks to make its AI tools widely available for commercial use.
Based in San Jose, California, Adobe has started offering access to the Firefly Video Model for those on its waiting list, although a full public release date has not yet been confirmed. While Adobe has not officially announced any early adopters of its new video tool, it has already secured significant clients for its image generation AI. For instance, PepsiCo’s Gatorade brand is utilizing Adobe’s image-generation technology for a custom bottle ordering service, and Mattel has incorporated Adobe’s tools into the packaging design process for its Barbie dolls.
According to Ely Greenfield, Adobe’s chief technology officer for digital media, the company has specifically targeted video creators and editors with Firefly Video, aiming to make the tool practical and user-friendly. One of Adobe’s key goals is to ensure that AI-generated video integrates seamlessly with conventional footage, giving creators the control and precision they need for professional-level projects.
“We’ve focused on giving users fine-grain control, teaching the model to understand concepts that are second nature to video editors—things like camera position, motion, and angles,” Greenfield explained in an interview with Reuters.
This approach reflects Adobe’s commitment to blending cutting-edge AI technology with practical, real-world applications in video production, making it a valuable tool for both amateurs and professionals in the creative industry.
