Adobe begins rolling out AI video tools, challenging OpenAI and Meta

(Reuters) – Adobe said on Monday it has begun publicly distributing an AI model that can generate videos from text prompts, joining a growing field of companies trying to improve film and television production turn it on its head with the help of generative artificial intelligence.

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.

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.

Adobe, based in San Jose, California, will begin opening the tool to people who have signed up to the waitlist but have not provided a general release date.

While Adobe hasn’t yet announced customers using its video tools, it said Monday that Gatorade, a company owned by PepsiCo, will use its imaging model for a website where customers can order customized bottles, and Mattel has Adobe -Tools used to assist in design packaging for its Barbie doll line.

“Adobe’s goal for its video tools is to make them practical for everyday use by video creators and editors, with a particular focus on making the footage work with traditional footage,” said Ely Greenfield, chief technology officer for digital Media at Adobe.

“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 said in an interview with Reuters.

(Reporting by Stephen Nellis in San Francisco; Editing by Vijay Kishore)