The model marks Adobe’s entry into the competitive AI video production space, alongside major players like OpenAI’s Sora, ByteDance’s tools for TikTok, and Meta Platforms.
Adobe, based in San Jose, California, is taking a unique approach by ensuring that its AI models are trained on licensed data, making the content legally usable for commercial purposes.
This strategy sets Adobe apart from some of its larger rivals in the space, which have faced scrutiny over the use of data for AI model training.
While Adobe has not yet disclosed any customers using its video AI tools, it noted that companies like Gatorade and Mattel have leveraged its image generation models for product customization and packaging design, respectively.
Ely Greenfield, Adobe’s Chief Technology Officer for Digital Media, emphasized that the company’s video tools are designed with practical features for video creators, focusing on concepts familiar to professional editors, such as camera motion, angles, and positioning. The company is looking to ensure AI-generated content can seamlessly blend with traditional footage.
The tool is currently being rolled out to users who signed up on a waiting list, though Adobe has not specified a full public release date.