Adobe is entering the AI ​​race with new video tools

Published: October 16, 2024

Adobe is entering the AI ​​race with new video tools

Movieguide® contributor

Adobe has launched an AI video model that can create videos from text prompts – bad news for advocates of traditional video content.

“The Firefly video model, as the technology is called, will compete with OpenAI’s Sora, which launched earlier this year, while TikTok owner ByteDance and Meta Platforms have also announced their video tools in recent months,” Reuters reported on March 14. October. “Faced with much greater competition, Adobe has staked its future on building models based on data that the company has the right to use, ensuring that the results can be legally used in commercial work.”

The tools can create a five-second video from a single prompt and interpret both text and image prompts.

“Adobe suggests this could be useful for creating additional B-roll footage or filling gaps in production schedules,” The Verge reported.

Adobe opens the tools to people who have registered on the waiting list. The company did not announce a general release date.

Reuters said: “Although Adobe has not yet announced customers using its video tools, it said on Monday that Gatorade, a company owned by PepsiCo (PEP.O), opens a new tab, will use its image generation model for a website , where customers can order custom. made bottles, and Mattel (MAT.O), opens new tab, uses Adobe tools to help design packaging for its Barbie doll line.”

Ely Greenfield, chief technology officer for digital media at Adobe, says the tools are designed to make the work of video editors and creators easier and provide practical help in merging content with traditional footage.

“We’re really focusing on fine control and teaching the model the concepts that video editors and videographers use – things like camera position, camera angle, camera movement,” Greenfield told Reuters.

AI tools like this have the potential to save companies thousands of dollars, but they take away jobs, especially in the entertainment industry.

Film guide® has already reported on concerns about AI in videos. It was a major factor in last year’s SAG-AFTRA Hollywood strikes:

“Once again we are confronted with the greed and disrespect of employers. Once again, artificial intelligence is putting our members at risk, reducing their chances of finding work. “Once again, SAG-AFTRA stands against tyranny on behalf of its members,” said union President Fran Drescher. “The disease of greed is spreading like wildfire, poised to rob workers of their livelihoods and people of their usefulness. We at SAG-AFTRA say NO! Not under our supervision!”