Adobe (ADBE.O), opens new tab on Monday said it has started publicly distributing an AI model that can generate video from text prompts, joining the growing field of companies trying to upend film and television production using generative artificial intelligence.
The Firefly Video Model, as the technology is called, will compete with OpenAI’s Sora, which was introduced earlier this year, while TikTok owner ByteDance and Meta Platforms have also announced their video tools in recent months.
Facing much larger rivals, Adobe has staked its future on building models trained on data that it has rights to use, ensuring the output can be legally used in commercial work.
San Jose, California-based Adobe will start opening up the tool to people who have signed up for its waiting list but did not give a general release date. […]
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