Adobe Starts Launching AI-Based Video Tools, Challenges OpenAI And Meta

Adobe Inc. developed an AI video technology called Firefly Video Model (photo: x @ishookco)

JAKARTA - Adobe Inc. on Monday, October 14 announced that they had started distributing artificial intelligence (AI) models that could produce videos from text orders. Adobe joins a number of other companies that are trying to change the film and television production industry using generative AI technology.

This technology, called Firefly Video Model, will compete with OpenAI's Sora introduced earlier this year. In addition, TikTok, ByteDance, and Meta Platforms owners have also announced their AI-based video tools in recent months.

By facing much larger competitors, Adobe focuses on developing models trained using data that have the right to use, ensuring that the proceeds can be legally used for commercial purposes.

Headquartered in San Jose, California, Adobe will begin to open access to the tool for users who have registered on the waiting list, although a general release date has not yet been announced.

While Adobe has yet to announce customers using the video tool, the company says that PepsiCo'stenade will use its image-making model for sites where customers can order special bottles, while Mattel uses Adobe tools to design packaging for their Barbie doll line.

For the video tool, Adobe targets to make it more practical for creators and daily video editors, with a particular focus on creating the resulting video recordings to blend with conventional footage.

"We are really focused on detailed controls, teaching models of concepts used by video editors and videographers - such as camera position, camera angle, camera movement," said Ely Greenfield, Chief Technology Officer of Adobe for digital media., quoted by VOI from Reuters