Adobe has launched new video generation capabilities for its Firefly AI platform ahead of its Adobe MAX event on Monday. Users can now test Firefly’s video generator for the first time on Adobe’s website, or try out its new AI-powered video feature, Generative Extend, in the Premiere Pro beta. Significant advances that could well interest content creators on iOS and macOS.

From text and images to video

On Firefly’s website, users can try a text-to-video or image-to-video model, producing up to five seconds of AI-generated video. Adobe claims to have trained Firefly to create both animated content and photorealistic media, based on a prompt’s specifications.

Firefly is also capable of producing videos with text, in theory at least, which is something AI image generators have historically struggled with. The Firefly video web app includes settings to enable camera pans, camera movement intensity, angle, and shot size.

Adobe Firefly is gradually establishing itself as a direct competitor to Dall-E, Midjourney or Sora by being able to generate photos and videos from natural language. Included in the Adobe Creative Cloud suite, Firefly could well be the gateway for many creators to generative AI, thus overshadowing other players in the market.

Adobe Max 2024: Firefly revolutionizes video editing with AI

Extend video clips in Premiere Pro

In Premiere Pro beta, some users can try Firefly’s Generative Extend feature to extend video clips up to two seconds. This feature is designed to generate additional time in a scene, tracking camera movement and subject movements. Background audio will also be expanded.

During demos shared with TechCrunch Before launch, Firefly’s Generative Extend feature produced more impressive videos than its text-to-video model, and seemed more practical. Adobe says it has placed more emphasis on AI editing features than AI video generation, likely to appeal to its user base.

Balancing AI and the needs of creatives

Adobe’s AI capabilities must strike a delicate balance with its creative audience. The company is trying to lead in a space crowded with AI startups and tech companies that are demonstrating impressive AI models. On the other hand, many creatives are unhappy that AI capabilities may soon replace the work they’ve done with their mouse, keyboard, and pen for decades.

That’s why Adobe’s first Firefly video feature, Generative Extend, uses AI to solve an existing problem for video editors when your clip isn’t long enough, instead of generating a new video from scratch . A cautious and pragmatic approach that could well appeal to creators on the Apple platform.

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