Adobe Launches AI Video Tools to Rival Meta and OpenAI’s Innovations

Adobe’s Firefly Video Model gives video makers precision control.

Adobe announced that it has begun sharing an AI model that can create video from text hints with the public. Adobe is one of many companies using generative AI to try to change the way movies and TV shows are made.

The technology, which is called Firefly Video Model, will go up against OpenAI’s Sora, which came out earlier this year. In the past few months, Meta Platforms and ByteDance, have also announced their own video tools.

Adobe has bet its future on training models on data it owns, so the results can be properly used in business. This is because Adobe has much bigger competitors.

Based in San Jose, California Adobe didn’t say when the tool would be available to everyone, but it will start giving it to people on its waiting list.

Adobe hasn’t said who is using its video tools yet, but on Monday it said that Gatorade, which is owned by PepsiCo, will use its image generation model for a website where customers can order custom-made bottles. Mattel has also been using Adobe tools to help design the boxes for its Barbie dolls.

Adobe’s chief technology officer for digital media, Ely Greenfield, said that the company’s video tools are designed to be easy for video editors and artists to use every day. They have put a lot of thought into how to make the footage look like regular footage.

“Fine-grain control is very important to us. We teach the model the same ideas that video editors and videographers use, like camera position, angle, and motion,” Greenfield explained.