Adobe is expanding its generative AI capabilities with the release of a new video generation model, marking a significant step in the company’s push to provide professional creators with AI tools they can safely use in commercial projects.
The company announced today that its Firefly Video Model is entering public beta, offering AI-powered video generation tools that Adobe claims are trained only on licensed content — a key differentiator in the increasingly crowded AI video generation market.
“We’re the most useful solution because we’re IP friendly, commercially safe model. You can use our model. There is no risk of IP infringement,” said Alexandru Costin, who leads Adobe’s AI initiatives, in an interview with VentureBeat. “More than anybody else, we’re passionate about solving videographer, professional videographer needs.”
How Adobe’s new pricing strategy makes AI video generation more accessible
The launch comes as Adobe reports its Firefly family of AI models has generated over 18 billion assets globally since its initial release in March 2023. This rapid adoption suggests strong demand for AI tools that creative professionals can confidently use in commercial work.
The new video capabilities will be available through Adobe’s redesigned Firefly web application and integrated into Premiere Pro, Adobe’s professional video editing software. The system can generate 1080p video clips from text prompts or images, with features like camera angle control and atmospheric effects generation.
“Just coming from the research lab, they were demoing to me this morning some of the amazing generation capabilities that are coming, increasing the resolution, doing transparent video overlays… doing real time video,” Costin revealed, indicating Adobe’s roadmap for the technology.
Adobe is introducing tiered pricing plans starting at $9.99 monthly for the Standard plan, which includes 2,000 video/audio credits – enough for approximately 20 five-second 1080p video generations. A Pro plan at $29.99 offers 7,000 credits.
Inside Adobe’s Strategy to Dominate Professional AI Video Creation
The integration with Adobe’s existing creative tools appears to be a key strategic advantage. Kylee Pena, Senior Product Marketing Manager at Adobe, demonstrated how editors can use the technology to fill gaps in video timelines or generate atmospheric effects like snow, then seamlessly adjust the results using Premiere Pro’s professional tools.
“Because I’m in Premiere Pro, I also have a lot of additional pro level tools, including AI tools we’ve had for a while, like color match,” Pena explained during a demonstration.
The launch comes as competition intensifies in the AI video generation space, with recent entries like OpenAI’s Sora generating significant attention. Adobe is betting that its focus on commercial safety and professional workflow integration will help it stand out in an increasingly crowded market.
To ensure transparency, Adobe will include Content Credentials, a type of digital certification, with all AI-generated video content. This aligns with the company’s leadership in the Content Authenticity Initiative, which aims to provide verification tools for digital content.
Global brands including Dentsu, Gatorade, and Stagwell are already testing the technology in beta, suggesting potential enterprise adoption. Adobe plans to introduce a Premium plan designed for high-volume professional users in the near future.
The development signals Adobe’s strategic focus on maintaining its position as the go-to provider of creative tools for professionals while adapting to the AI revolution reshaping the creative industry. With 85% of projects at the recent Sundance Film Festival using Adobe Creative Cloud, the company appears well-positioned to bridge the gap between traditional creative workflows and emerging AI capabilities.
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