Adobe announced that it had begun publicly distributing an AI model capable of generating video from text prompts, entering a competitive field to transform film and television production with generative artificial intelligence.
Named the Firefly Video Model, this technology is set to compete with OpenAI’s Sora, launched earlier this year, and recent video tools from ByteDance and Meta Platforms.
Read: Adobe Launches AI-Powered Video Editing Tool Firefly
Despite the challenge of larger competitors, Adobe is focusing on models trained with data for which it has usage rights, ensuring that the output is legally viable for commercial projects.
Based in San Jose, California, Adobe plans to provide access to individuals on its waiting list gradually but has not specified a date for a wider release.
While no official customer announcements have been made for its video tools, Adobe mentioned that Gatorade, owned by PepsiCo, will utilize its image generation model for a website offering customized bottles. Additionally, Mattel is using Adobe’s tools to design packaging for its Barbie doll line.
Adobe aims to make its video tools practical for daily use by video creators and editors, focusing on seamlessly integrating AI-generated footage with traditional video.
