Adobe Launches AI-powered Video Tool

Adobe announced on Monday that it has begun public distribution of its AI-powered video generation model, Firefly Video, which allows users to create videos from text prompts.

This move puts Adobe in competition with other major players like OpenAI’s Sora, ByteDance, and Meta Platforms, all of which have recently introduced similar video tools.

Unlike its larger competitors, Adobe focuses on using data it has legal rights, ensuring that the AI-generated content can be used commercially.

The company is gradually rolling out access to Firefly Video for users on its waiting list, though a full release date has not been provided.

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Although Adobe hasn’t yet disclosed any users of its video tool, it announced that Gatorade, owned by PepsiCo, will use its image generation model for custom bottle designs, and Mattel has been utilizing Adobe tools for Barbie packaging design.

Adobe’s Chief Technology Officer for digital media, Ely Greenfield, emphasized that the company is targeting practical applications for video creators, focusing on ensuring that AI-generated footage blends seamlessly with traditional content. Greenfield highlighted the importance of features like camera positioning and motion for professional video editors.