Adobe Max ushers in commercially safe generative video creation with Firefly Video Model

Here are the key announcements:

Firefly Video Model: Adobe introduced its first commercially safe generative video model, integrated into Premiere Pro and available in beta on firefly.adobe.com. Firefly’s video model, trained on Adobe Stock data and public domain content, ensures commercially safe content generation. It lets users extend existing video clips, create videos from still images, and generate content for animations, motion graphics, and B-rolls, thus impacting video workflows significantly. It also has the ability to generate video clips from textual prompts, while users can also manipulate shot size, motion, camera angles, and other parameters for precise control over the generated output. Firefly produces high-quality videos suitable for both imaginative and realistic scenarios, with a focus on cinematic lighting and lifelike motion.

A still of an AI-generated video by the Adobe Firefly video model. (Image: Adobe)

In a pre-launch briefing, Alexandru Costin, head of Firefly.Ai, said the first generative video model from Adobe is designed to be safe for commercial use, deeply integrated into Adobe Premiere and available for various workflows. “We have engaged a lot with our community. We asked them, what we should do to create a model that serves your needs, and they told us to make sure the model is usable commercially and is trained responsibly, and also is designed to minimise harm and bias.”

Creative Cloud Enhancements: Adobe also announced significant updates across Creative Cloud applications, including Premiere Pro, Photoshop, Illustrator, and InDesign. Along with the integration of the Firefly video model for generative editing tasks like extending video clips and creating videos from images, Premiere Pro will get performance upgrades, a new context-aware Properties panel, a Frame.io panel for streamlined collaboration, improved colour management, and a refreshed design.

Photoshop, will not get a Generative Workspace for AI-powered ideation and brainstorming, along with the general availability of Firefly-powered features like Generative Fill, Generative Expand, and more. Photoshop also improved 3D object integration and expanded features for HDR images. Meanwhile, in Illustrator, there will be new features for creating and editing objects on paths, enhanced Image Trace functionality for converting images to vector artwork, and improvements to the Firefly-powered Generative Shape Fill workflow.

Compare Mode in Creative Cloud. (Image credit: Adobe)

Deepa Subramaniam, who leads product marketing for Creative Cloud at Adobe, said, “We are also introducing improvements to make 3D more accessible and approachable to 2D designers with a brand new way for Photoshop users to bring 3D objects into designs with the Adobe substance 3d viewer app.” She also announced that three new camera manufacturers — Canon, Nikon and Leica — are joining the camera-to-cloud ecosystem which allows seamless syncing of content shot on set into Frame.IO.

Gen Studio for Performance Marketing: Adobe also launched a new application within Adobe Gen Studio, designed to streamline content workflows between creative and marketing teams. The application offers AI-powered tools for content creation, brand compliance checks, and campaign activation.

GenStudio Content Creation and Compliance. (Image credit: Adobe)

Expanded Educational Initiatives: Adobe announced a new global initiative to equip 30 million learners and teachers with essential digital skills by 2030. The initiative will provide training, certificates, and access to Adobe Express, focusing on AI literacy, content creation, and digital marketing.

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— Adobe MAX (@adobemax) October 14, 2024