Adobe Enters the AI Race with New Video Tools
Movieguide® Contributor
Adobe has rolled out an AI video model that can create video from text prompts— bad news for proponents of traditional video content.
“The Firefly Video Model, as the technology is called, will compete with OpenAI’s Sora, which was introduced earlier this year, while TikTok owner ByteDance and Meta Platforms have also announced their video tools in recent months,” Reuters reported Oct. 14. “Facing much larger rivals, Adobe has staked its future on building models trained on data that it has rights to use, ensuring the output can be legally used in commercial work.”
The tools can create a five-second video from a single prompt and interprets both text and image prompts.
“Adobe suggests this could be useful for making additional B-roll footage or to patch gaps in production timelines,” The Verge reported.
Adobe will open the tools to people who have signed up for its waiting list. The company did not announce a general release date.
Reuters said, “While Adobe has not yet announced any customers using its video tools, it said on Monday that PepsiCo-owned (PEP.O), opens new tab Gatorade will use its image generation model for a site where customers can order custom-made bottles, and Mattel (MAT.O), opens new tab has been using Adobe tools to help design packaging for its Barbie line of dolls.”
Adobe’s chief technology officer for digital media, Ely Greenfield, says the tools are designed to make video editors and creators’ jobs easier, with practical help for making content blend in with conventional footage.
“We really focus on fine-grain control, teaching the model the concepts that video editors and videographers use – things like camera position, camera angle, camera motion,” Greenfield told Reuters.
AI tools like this have the potential to save companies thousands of dollars, but take away jobs, especially in the entertainment industry.
Movieguide® previously reported on concerns about AI in videos. It was a major factor in the SAG-AFTRA Hollywood strikes last year:
“Once again we are facing employer greed and disrespect. Once again artificial intelligence is putting our members in jeopardy of reducing their opportunity to work. And once again, SAG-AFTRA is standing up to tyranny on behalf of its members,” union president Fran Drescher said. “The disease of greed is spreading like wildfire ready to burn workers out of their livelihoods and humans out of their usefulness. We at SAG-AFTRA say NO! Not on our watch!”
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