Adobe Starts Roll-Out of AI Video Tools, Challenging OpenAI and Meta

Adobe has announced the public distribution of its AI model, Firefly Video Model, which can generate video from text prompts. This technology will compete with OpenAI's Sora, TikTok owner ByteDance, and Meta Platforms' video tools. Adobe's model is trained on data it has rights to use, ensuring the output can be legally used in commercial work. The tool will be available to those on its waiting list but does not have a general release date. Adobe has not announced any customers using its video tools yet. However, PepsiCo-owned Gatorade will use Adobe's image generation model for custom-made bottles, and Mattel has used Adobe tools to design Barbie packaging. Adobe's video tools aim to be practical for everyday use by video creators and editors, focusing on fine-grain control and teaching the model concepts like camera position and motion. Adobe's chief technology officer for digital media, Ely Greenfield, discussed the model's capabilities in an interview with Reuters.