Adobe announced on Monday the start of public distribution of an artificial intelligence (AI) model that can create videos from text.
In this way, it joined the growing sector of companies seeking to revolutionize film and television production using genetic artificial intelligence.
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The technology, known as the Firefly Video Model, will compete with OpenAI 's Sora , which was unveiled earlier this year. Meanwhile, TikTok owners ByteDance and Meta Platforms have also announced their own video tools in recent months.
Facing larger competitors, Adobe has invested in its future by developing models trained on data for which it owns usage rights, ensuring the legal use of the product in commercial applications.
The company, based in San Jose, California, will begin providing the tool to users who have signed up for the waitlist, but has not announced a specific release date.
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While Adobe has not disclosed which customers are using its video tools, it announced on Monday that PepsiCo (PEP.O) will use the image-creation model for a website where customers can order custom-made bottles. Mattel uses Adobe tools to design packaging for its Barbie doll line.
For its video tools, Adobe aims to make them practical for everyday use by video creators and editors, with a particular emphasis on the combined use of footage with conventional content.
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According to Ely Greenfield, Adobe's chief digital media technology officer, "We really focus on controlling the details, teaching the model the concepts that video editors and videographers use, like camera position, camera angle, and camera movement.".
Source: Reuters
