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Adobe bets on IP-safe video-generation technology with Firefly

Article by Gadjo Sevilla  |  Feb 14, 2025
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Adobe bets on IP-safe video-generation technology with Firefly
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Artificial Intelligence (AI)
Digital Video
Advertising Agencies
United States

The news: Adobe released its Firefly AI text-to-video generation tool as a public beta with a key differentiating feature—it’s trained only on licensed content.  

The standalone Firefly plan starts at $9.99 for 2,000 credits (20 five-second 1080p videos), and it can be integrated into Premiere Pro workflows for IP-safe AI video content, per VentureBeat.

A sea of video-generation tools: Firefly is entering the fray at a time when competition for generative AI (genAI) image-creation tools is growing. 

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