Adobe to roll out generative AI video creation tool later this year

Adobe (NASDAQ:ADBE) on Wednesday previewed advancements to its generative AI video capabilities.

Designed to be commercially safe, the all-new Adobe Firefly Video Model will extend the company’s range of foundational generative AI models for imaging, design and vector creation, establishing its footprint in the market for AI-based video generation tools which is already targeted by OpenAI’s Sora.

The Firefly-powered Text to Video and Image to Video capabilities, along with Generative Extend in Premiere Pro, will be available in beta later this year, enabling video editors to ideate and explore their creative vision, fill gaps in their timeline and add new elements to existing footage.

With Firefly Text-to-Video, editors can use text prompts, a wide variety of camera controls, and reference images to generate B-Roll that seamlessly fills gaps in their timeline.

Image to Video capabilities include bringing still shots or illustrations to life by transforming them into live action clips.

Adobe (ADBE) is scheduled to report its Q3 results tomorrow, Sept. 12. Analysts expect the company to earn $4.54 on revenue of $5.37B.