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Adobe is making strides in the realm of generative AI with the introduction of a new video generation model, showcasing the company’s commitment to equipping professional creators with reliable AI tools tailored for commercial applications.
The announcement today revealed that Adobe’s Firefly Video Model is now available in public beta, providing AI-driven video creation features that the company assures have been developed solely using licensed content — a noteworthy distinction as competition heats up in the AI video generation sector.
“We stand out as the most relevant solution due to our IP-safe model. Users can confidently engage with our model without the fear of IP violations,” stated Alexandru Costin, who oversees Adobe’s AI programs, in a conversation with VentureBeat. “We are genuinely motivated to address the needs of professional videographers.”
(Credit: Adobe)
How Adobe’s New Pricing Strategy Enhances Accessibility for AI Video Generation
This launch coincides with Adobe reporting that its Firefly AI models have produced over 18 billion assets worldwide since their initial unveiling in March 2023. The swift uptake indicates a robust demand for AI tools that creatives can trust for commercial endeavors.
The new features will be incorporated into Adobe’s revamped Firefly web platform and integrated within Premiere Pro, Adobe’s flagship video editing application. Users will have the ability to generate 1080p video clips based on text prompts or images, with functionalities including control over camera angles and the ability to create atmospheric effects.
Costin discussed some advanced features under development, stating, “Just coming from the research lab, they demonstrated impressive capabilities, such as enhancing resolution, achieving transparent video overlays, and enabling real-time video generation,” hinting at Adobe’s future innovations in this space.
To accommodate varying needs, Adobe is rolling out tiered pricing options, starting at $9.99 a month for the Standard plan, which provides 2,000 video/audio credits — sufficient for about 20 five-second 1080p videos. A Pro plan will be available for $29.99, offering 7,000 credits.
(Credit: Adobe)
Exploring Adobe’s Strategy to Lead in Professional AI Video Creation
Integrating this new technology with Adobe’s existing suite appears to provide a considerable strategic advantage. During a demonstration, Kylee Pena, Senior Product Marketing Manager at Adobe, illustrated how the new tools can help fill voids in video timelines and generate effects like snow, all while fine-tuning the results using Premiere Pro’s advanced editing tools.
“While in Premiere Pro, I also have access to numerous additional professional-grade tools, including longstanding AI features like color matching,” Pena elaborated during the session.
As the landscape for AI video generation continues to evolve, with new contenders like OpenAI’s Sora gaining traction, Adobe’s emphasis on commercial viability and seamless professional workflow integration may help it carve out a niche in a burgeoning and competitive market.
To promote transparency, Adobe will implement Content Credentials, a digital certification accompanying all AI-generated video content. This move is in line with the company’s leadership role in the Content Authenticity Initiative, which aims to offer verification tools for digital media.
Major brands like Dentsu, Gatorade, and Stagwell are already exploring this new technology in the beta phase, indicating potential for broad enterprise adoption. Adobe is also planning to launch a Premium plan aimed at high-volume professional users in the near future.
This development underscores Adobe’s strategic initiative to solidify its status as a leading provider of creative tools for professionals while embracing the transformative impact of AI on the creative landscape. With a reported 85% of projects showcased at the Sundance Film Festival featuring Adobe Creative Cloud, it seems the company is well-positioned to align traditional creative processes with the capabilities of modern AI technology.
Source
venturebeat.com