Adobe has launched the Firefly Video Model in public beta, allowing users to create video content from text prompts or images.

The subscription plans for Firefly start at $9.99 per month for the Standard plan, which includes 2,000 AI credits and up to 20 video generations, while the Pro plan costs $29.99 for 7,000 credits and up to 70 generations.

The service generates five-second video clips at 1080p resolution, contrasting with OpenAI's offering of up to 20 seconds, although most production clips are typically around three seconds long.

Adobe's stock has seen a 24% decline over the past year, despite the introduction of this new AI tool.

Alexandru Costin, Adobe's VP of generative AI, emphasized the importance of quality in video generation over clip length, indicating future plans for 4K video capabilities.

The tool supports generating landscapes, atmospheric elements, and animal behavior, while still refining its capabilities in human-centric content.

Global brands such as Dentsu and Gatorade are already testing the new technology, signaling its potential for enterprise adoption.

Adobe is also developing additional AI tools for pre-production to assist creatives in visualizing scenes, although challenges remain regarding job security for professionals.

The launch marks the third phase of Adobe's generative AI evolution, following previous announcements and integrations into Adobe Premiere Pro.

Adobe has committed to protecting creators' rights and ensuring transparency in content creation, encouraging community feedback for future innovations.

The release of Firefly Video Model is part of a broader trend in AI video generation, transforming content production and allowing creators to produce custom videos quickly.

The company has advocated for transparency in AI-generated content through labeling and watermarking to distinguish it from real media.