Tech Desk 
Oct 15, 2024
Adobe announced on Monday that the company has begun to roll out its Generative artificial intelligence (AI) model which is capable of generating impressive video from text prompts, diversifying its ecosystem in the ever-evolving field of AI and joining firms that are constantly trying to outdo film and television production by efficiently utilising generative AI.
Adobe’s Firefly Video Model is set to compete with OpenAI's Sora, which was introduced at the beginning of the year. While TikTok owner ByteDance and Meta-owned platforms also announced their respective AI video tools in the last couple of months.
To compete with its larger rivals, Adobe has recently subsidised its future on constructing top-models trained data that it has complete rights to utilise so the output can be efficiently utilised in mercantile.
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Adobe will soon provide access to AI-centric video tools to people who have already signed up for its waiting list. However, the platform has still kept its launch date under wraps.
The California-based Adobe has not officially announced any of its customers utilising its video tools and stated on Monday that the PepsiCo-owned Gatorade will utilise its image generation model for a website that will allow customers to order customised bottles. Mattel is already using Adobe tools to create design packaging for its Barbie line of dolls.
According to Adobe Chief Technology Officer for Digital Media Ely Greenfield, Adobe has created these video tools for everyday use by video creators and more to streamline their work and generate an impressive video with a special focus on combining the footage with conventional footage.
Greenfield told Reuters "We focus on fine-grain control, teaching the model the concepts that video editors and videographers use — things like camera position, camera angle, camera motion."
