Adobe announced on Monday the launch of its new AI tool, the Firefly Video Model, capable of generating videos from text prompts. This development places Adobe in direct competition with OpenAI’s Sora, introduced earlier this year, and video tools from TikTok owner ByteDance and Meta, which were released in recent months.
Adobe is positioning itself against much larger rivals by focusing on using data it legally owns, ensuring the AI-generated content can be used commercially. This approach helps protect users from legal risks when using the tool for professional projects.
San Jose-based Adobe has begun offering the tool to those who signed up for the waiting list, but no general release date has been announced. While no customers for Adobe’s video tools have been revealed yet, Gatorade is using Adobe’s image generation model to create custom bottles, and Mattel is using the technology to help design Barbie packaging.
Adobe’s video AI tool focuses on practical uses for video creators and editors, ensuring seamless blending with traditional footage. Ely Greenfield, Adobe’s Chief Technology Officer for digital media, emphasized the tool’s fine-grain control over essential concepts for video creators. These include camera position, angle, and motion.
Adobe’s entry into the generative video field marks another step forward in AI’s impact on creative industries, potentially changing how videos are produced in the future.