Adobe has launched the first public version of its AI-powered video generation tool, Firefly Video Model, introducing competition to OpenAI's Sora and Runway's video-generation services. The tool is designed to integrate with Adobe's Premiere Pro software, making it useful for film and television professionals. Instead of focusing on generating long video clips, Adobe's model helps improve or extend real production shots that need adjustments.

The tool currently produces five-second clips at 1080p resolution, shorter than OpenAI's 20-second limit, but Adobe argues that most production clips are only a few seconds long. Pricing starts at$9.99 for 20 clips per month and$29.99 for 70 clips, with a separate 'Premium' plan for high-volume users like studios to be announced later this year. Adobe is also working on 4K video generation, prioritising visual quality over longer clips.

Vice President of Generative AI Alexandru Costin emphasised that Adobe aims to make AI-generated video look as realistic as traditional filming. The company remains focused on improving motion, structure, and image quality rather than extending clip duration. Meta Platforms is also developing a video-generation model, but has not yet confirmed a release date.