Adobe has introduced an AI model that creates videos from text prompts, transforming the landscape of film production.

The technology, known as the Firefly Video Model, will rival OpenAI's Sora, which was released earlier this year.
Adobe has introduced an AI model that creates videos from text prompts, transforming the landscape of film production.

The technology giant said on Monday that it has started publicly distributing an AI model that can generate video from text prompts, joining the growing field of companies trying to upend film and television production using generative artificial intelligence.

Competing with OpenAI's Sora, which was introduced earlier this year, will be the Firefly Video Model, as the technology is called, while TikTok owner ByteDance and Meta Platforms have also announced their video tools in recent months.

Before such huge peers, Adobe has staked its future on building models trained on data over which it has rights to use, ensuring that the output can be lawfully used in commercial work.

Adobe has been based in San Jose, California, and is set to open up the tool to people who signed up for its waiting list but did not give a general release date.

The company has not yet revealed any names of customers, but on Monday it announced that PepsiCo-owned Gatorade would use its image generation model to create a site that allows customers to order bottles with a custom image printed on them. Mattel, the maker of Barbie dolls, has also used Adobe tools to aid in the design of packaging for the more than 150 million Barbie boxes.

Adobe has worked toward its video tools being useful in the daily operations of video creators and editors, with a particular focus on the content to blend in seamlessly with footage, said Ely Greenfield, Adobe's chief technology officer for digital media.

"We really focus on fine-grain control, teaching the model the concepts that video editors and videographers use-things like camera position, camera angle, camera motion," Greenfield told Reuters in an interview.

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2024-10-23 07:37:12