Adobe Launches Firefly Video Model, Competing in AI-Generated Video Space

Adobe announced the public distribution of its new AI model, Firefly Video, which generates video content from text prompts, The Express Tribune reported today.

This move places Adobe in competition with established players like OpenAI’s Sora, ByteDance, and Meta Platforms, all of which have recently unveiled their own video generation tools.

Adobe is focusing on developing models trained on data it can legally use, ensuring that the generated content is suitable for commercial applications. The San Jose-based company plans to gradually roll out the tool to users on its waiting list, though a general release date remains unspecified.

According to Ely Greenfield, Adobe’s CTO for digital media, the emphasis is on creating user-friendly tools that integrate seamlessly with traditional footage, incorporating video editing principles like camera position and motion.