Adobe launches Firefly Video Model in public beta

Adobe has released its new Firefly application, featuring the Firefly Video Model, in public beta.

The Firefly app, designed as an all-in-one destination for professionals, supports the generation of images, vectors, and now videos.

Its capabilities are enhanced with integration into Adobe's Creative Cloud applications, offering users a multi-modal workflow experience. This latest addition marks the debut of a commercially safe AI video model, described as IP-friendly by Adobe, enabling generation of content that can immediately enter production.

David Wadhwani, President of Adobe's Digital Media Business, shared, "Firefly is designed for creative professionals looking for unmatched creative control and IP-friendly tools that can be used safely and effectively in both ideation and production. We've been thrilled to hear from beta customers who've found it a game-changer for ideating concepts and producing stunning videos, and we can't wait to see how the creative community uses it to bring their stories to the world."

The Firefly Video Model allows users to generate video clips using text prompts or images and provides the capability to manipulate camera angles and create professional-grade images from 3D sketches.

Features also include the crafting of atmospheric elements and custom motion design elements. Initially supporting 1080p resolution, the model will soon expand to include a lower resolution for rapid iterations and a 4K model for advanced production needs.

Adobe has introduced Firefly Standard and Firefly Pro plans, offering varied access levels to the app's video and audio features. Those choosing the Firefly Standard plan can access up to 2,000 video and audio credits per month with video generations capped at 20 five-second 1080p outputs starting from USD $9.99. The Firefly Pro plan provides up to 7,000 credits and 70 video generations for USD $29.99. Adobe also plans to release a Firefly Premium plan for users producing video content more regularly.

Comments from industry partners underscore the video's model impact. James Thomas, Global Chief Technology Officer at dentsu, remarked, "Firefly's creator-friendly approach to AI has been instrumental in enhancing our creative process, allowing us to bring to life high-quality ideas & visuals at scale, more efficiently and in less time."

"Our creatives have been testing and providing valuable feedback, helping to steer the roadmap and building proprietary product solutions and custom workflows for our clients. From proof of concept to storyboarding and beyond, Firefly is accelerating creative development while ensuring commercially safe results. This is just the beginning, and we're excited to see how tools like Firefly will continue to push creative boundaries and empower our teams."

Merrill Raman, Global Chief Technology Officer of Stagwell, added, "Adobe Firefly is not just an agency tool, it's a force multiplier. Firefly empowers our teams to innovate fearlessly within established brand guidelines, maximising the impact of our client campaigns."

Since its inception, Firefly has been utilised to generate over 18 billion assets globally, evolving from a tool for image generation to a comprehensive aid for creative teams. Alongside video generation, Firefly can translate audio and video into over 20 languages while preserving the authenticity of the original content.

Adobe assures its users that Firefly's AI is developed responsibly, adhering to its AI Ethics principles and making use of licensed and public domain content without relying on user-provided data.

To further promote transparency, generated content will include Content Credentials to verify its AI origin.