Adobe previews Firefly for videos

Driving the news: Adobe said its Firefly video model is designed to create cinematic video that professional editors and creators can use as inspiration, both to fill gaps in a project and to add new elements to existing footage.

• The tool will be made available first on Adobe's Firefly website and will include both text-to-video and image-to-video options.
• Adobe said it will offer a range of controls to adjust settings like camera angle and motion.
• The company is also developing a "Generative Extend" feature that will be embedded directly into Premiere Pro.

What they're saying: Ely Greenfield, chief technology officer of Adobe's digital media business, told Axios that Adobe's approach to video is part of its broader stance that genAI models should respect the rights of creators.

• "What differentiates the Adobe Firefly Video Model that was previewed today from other generative AI video offerings is that it is designed to be commercially safe and only trained on content we have permission to use — never on Adobe customer content," Greenfield said. "And it will be integrated directly into Adobe workflows to help video editors reach new levels of creative control and efficiency."