• Adobe is launching an AI-powered video creation tool, Adobe Firefly Video Model, enhancing its suite for creative professionals.
• The tool interprets text and image prompts, allowing users to specify camera angle, panning, motion, and zoom.
• Adobe's Vice President of Generative AI, Alexandru Costin, emphasized the company's commitment to quality, user experience, and ethical use of content.
• Alongside Adobe Firefly Video Model, Adobe is introducing Generative Extend, a tool that can extend any existing clip by two seconds.

Adobe, the globally recognized software maker, is on the verge of a significant breakthrough in the creative industry. The company has announced the launch of a new generative AI-powered video creation and editing tool. Named Adobe Firefly Video Model, this innovative tool is expected to be released in a limited beta version later this year. This strategic move is aimed at enhancing Adobe's suite of applications that cater to creative professionals.

The Adobe Firefly Video Model is an addition to Adobe's existing line of Firefly image-generating applications. These applications have been instrumental in enabling users to produce still images, designs, and vector graphics. The introduction of the video model is a significant step forward, as it will allow users to generate a five-second clip for a single prompt.

The tool is designed to interpret both text and image prompts, providing users with the flexibility to specify the required camera angle, panning, motion, and zoom. This level of customization is expected to give videographers a new level of control and creativity in their work.

Adobe's Commitment to Quality and User Experience

Alexandru Costin, Adobe's Vice President of Generative AI, emphasized the company's commitment to quality and user experience. We've invested in making this model reach the level of quality and prompt understanding that videographers expect. We've invested in making sure we really pay attention to the prompt ... respecting guidance from videographers much better than other (AI video) models, Costin said in an interview with Reuters.

The launch of Adobe Firefly Video Model positions Adobe in the growing market for AI-based video generation tools. This market is already being explored by other players such as OpenAI's Sora, Stability AI's Stable Video Diffusion, and other AI video apps from smaller startups. Adobe's entry into this space signifies the increasing demand for AI-powered creative tools and the company's commitment to staying at the forefront of technological innovation.

Adobe's approach to training its AI video model is also noteworthy. The company has ensured that the model is trained on public domain or licensed content that it has permission to use, and not on any Adobe customer content. This is a crucial step in ensuring the ethical use of content and respecting intellectual property rights.

Adobe's Ethical Approach and New Tools

We only train them on the Adobe Stock database of content that contains 400 million images, illustrations, and videos that are curated to not contain intellectual property, trademarks or recognizable characters, Costin explained. This approach not only respects content rights but also ensures that the AI model is trained on a diverse range of content, enhancing its ability to generate creative and unique video content.

In addition to the Adobe Firefly Video Model, Adobe is also introducing Generative Extend. This tool, which will be available in its Premiere Pro video editing software, can extend any existing clip by two seconds by generating an appropriate insert to fill gaps in the footage. This tool was first previewed in April and has received a huge positive reaction from all of our customers, according to Costin.

Historically, Adobe has been a pioneer in the creative software industry. The company's Photoshop software revolutionized image editing when it was first introduced in 1988. Since then, Adobe has continued to innovate and expand its suite of creative tools. The launch of the Adobe Firefly Video Model and Generative Extend is a continuation of this legacy, demonstrating Adobe's commitment to pushing the boundaries of what is possible in the creative industry.