Adobe Expands Firefly to Generative Video Amid AI Backlash

In Brief:

Adobe is expanding its Firefly AI platform to include video creation and editing, integrating with Premiere Pro and offering features like B-roll generation and timeline continuity.

Despite past controversies over AI use and customer data, Adobe positions Firefly as "commercial safe" and continues to push forward with its pro-AI initiatives.

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Adobe Expands Firefly to Generative Video Amid AI Backlash

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Adobe is set to significantly expand its Firefly generative AI platform, introducing video creation and editing capabilities aimed at competing with emerging players like OpenAI's Sora. This new Firefly Video Model, debuting in beta later this year, integrates with Adobe's Premiere Pro to streamline editorial tasks and broaden creative possibilities for video professionals.

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Advanced Video Features

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The Firefly Video Model includes features such as generating B-roll footage from text prompts and a tool called Generative Extend, which helps editors lengthen clips and smooth transitions. It also addresses timeline gaps, connecting clips contextually to resolve continuity issues. Additionally, the model can remove unwanted elements from footage and create atmospheric effects like fire and smoke, enhancing compositing options.

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AI Controversy and Competitive Landscape

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Despite the innovative features, Adobe's venture into generative AI has faced criticism, particularly over a license change perceived to exploit customer data. This sparked backlash from content creators and competitors, leading Adobe to adjust its terms of service. Nonetheless, Adobe continues to advocate for its AI vision, emphasizing that Firefly is trained on licensed content to mitigate copyright concerns.

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Future Prospects

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Adobe remains committed to its AI initiatives, recently introducing Magic Fixup for advanced image editing. The company has opened a waitlist for the Firefly Video Model beta, although specific release dates are yet to be announced.

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