Adobe took the stage at its annual Max conference to announce a new Firefly Video Model and clarify what’s being used to train its AI models. While OpenAI announced Sora a few months ago, Adobe is the first company to launch a GenAI video creation tool for the public.
“We compensate creators for training. We do not train on customer content. We do not scrape the internet. And we optimize everything we build so that it is integrated into the tools that you use. Firefly is the most creator-friendly approach in the industry,” asserted David Wadhwani, President of Adobe’s Digital Media Business, before announcing Firefly for public use.
This comes at a time when several other companies including OpenAI have been caught scraping the internet.
What is Adobe Firefly?
Adobe Firefly is going live with Generative Extend inside Premiere Pro and two more text-to-video and image-to-video tools on the web. The new Firefly Image 3 model is said to be four times faster than previous versions.
Generative Extend allows for small tweaks in a video clip. For instance, if you feel the clip you shot is too short, you can use the feature to extend the beginning or end of the footage by two seconds. Notably, the clips max out at 24fps in 1080p resolution. Generative Extend also works for audio, where it can extend sound effects (unless they’re copyrighted) by up to ten seconds.
You can create new videos using the Firefly Video model via text-to-video and image-to-video tools. With text-to-video, you can input detailed descriptions—such as weather, camera angle, aspect ratio, and more—to generate a video, which can then be used in Premiere Pro or After Effects.
Adobe also lets you share a reference image along with accompanying text to generate short clips using the image-to-video method. Both video creation methods are part of the Firefly web app.
Adobe Firefly Is Commercially Safe And Free With Plans Of Monetizing It In Future
Adobe claims the Firefly video model is “commercially safe.” I asked Deepa Subramanian, VP of Creative Cloud at Adobe, in a group briefing about what exactly does Adobe mean by that phrase. “It’s the way we have trained Firefly on openly licensed content and the content we have license to, Firefly cannot infringe on copyright ID because it’s never been trained on it. So it is designed for commercial use.”
If you are a marketer using Firefly in your creative workflow, you don’t need to worry about your creation having copyright protected content.
Adobe’s website states that Firefly is trained on a “dataset of licensed content, such as Adobe Stock, and public domain content where the copyright has expired. Adobe Stock content is covered under a separate license agreement. We do not mine the web or video hosting sites for content. We only train on content where we have rights or permission to do so.”
If you want to try out the new Adobe Firefly features, you can join the waitlist here. Once you gain access to the public beta, all generations will be free for now. However, Adobe has plans of monetizing it. Deepa mentioned in the briefing that more information regarding pricing will be revealed in the coming months.
