Adobe has launched the Firefly Video Model, a new AI-powered video tool, to compete with OpenAI's Sora and other video-generation services like Runway and Meta. The Firefly Video Model is designed to generate IP-friendly video content that is safe for commercial use, differentiating it from competitors. Adobe's focus is on providing tools that integrate seamlessly with existing creative workflows, particularly for film and television studios using Premiere Pro. The company emphasizes features that allow users to incorporate existing shots into the video model and generate clips that refine or expand upon footage captured on set. Adobe aims to revolutionize video editing and creation by leveraging its established brand and resources.

The Firefly Video Model allows users to generate video clips from text prompts or images, control shots using camera angles, create professional-quality images from 3D sketches, craft atmospheric elements, and develop custom motion design elements. It supports 1080p resolution initially, with plans for both a lower resolution ideation model for high-speed iteration and a 4K model for professional-level production work in the future. Adobe's model differs from its rivals because it is geared toward generating clips that will fit into how film and television studios use Premiere Pro, its flagship video editing software. To that end, many of the features that Adobe is emphasizing revolve around feeding existing shots into the video model and asking it to generate clips that fix or expand on shots that were taken on a real production set but that did not come out quite right. The Firefly app is the all-in-one professional destination that inspires users to seamlessly ideate and create production quality work with unparalleled creative control, multi-modal workflows and integration with industry-leading Creative Cloud applications.

Adobe's entry into the AI video generation market could make its stock one to watch, as this innovative push leverages Adobe's established brand and resources. With the AI video tool market expanding rapidly, Adobe's entry could spark increased interest and investment in AI-driven creativity tools, setting off technological advancements in the creative industry. Adobe is integrating third-party AI tools like Sora from OpenAI into Premiere Pro, using the Firefly AI model for features such as scene object. The company is also developing a way to let its users tap third-party tools from OpenAI, as well as startups Runway and Pika Labs, to generate and use video within Premiere Pro. This move could help Adobe address concerns that AI tools for generating images and videos put its core businesses at risk.

The Firefly Video Model generates five-second clips at 1080p resolution. While these clips are shorter than the up to 20-second clips generated by OpenAI's Sora, Adobe executives state that most individual clips in productions are only three seconds long. Adobe has introduced new Firefly plan offerings, including Firefly Standard and Firefly Pro, that provide customers access to premium Firefly video and audio features. All Firefly plans include unlimited access to Firefly imaging and vector features and tiered capacity for premium video and audio features, allowing customers to choose the right capacity for their generative AI needs. The company has released tools that use text to produce images and illustrations that have been used billions of times so far.