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At the Adobe MAX 2024 conference in Miami, Adobe took a major step forward in AI-powered creativity by unveiling the Firefly Video Model, its first commercially safe generative video tool. This announcement highlighted the company’s ongoing commitment to integrating artificial intelligence into creative workflows while providing innovative tools for creators. Along with AI advancements, Adobe introduced updates to its Creative Cloud suite and announced new educational initiatives.
One of the most anticipated announcements at Adobe MAX was the Firefly Video Model, integrated directly into Adobe Premiere Pro. This new AI tool enables users to generate video content from textual prompts, extending video clips, creating animations and even manipulating shot angles, lighting and motion with ease. The model is designed with commercial safety in mind, being trained on Adobe Stock and public domain content to avoid copyright risks.
The Firefly Video Model ensures high-quality video outputs for both realistic and imaginative scenarios. Whether creating B-rolls, motion graphics or full videos from still images. Firefly empowers creators to take their video projects to new heights. Available in beta on firefly.adobe.com, the model is designed to streamline video workflows for creators and businesses alike.
In a pre-launch briefing, Alexandru Costin, head of Firefly.AI, emphasized the importance of creating a commercially safe tool. "We asked our community what they needed from this model, and their top requests were for it to be usable commercially, trained responsibly and designed to minimize harm and bias.
Adobe has been rolling out some great upgrades across its Creative Cloud applications such as Premiere Pro, Photoshop, Illustrator and InDesign. Generative editing tasks based on Firefly will now also be available in Premiere Pro. Users will be able not only extend video clips but also create video sequences from still images. Also, some performance improvements, new color management system, new context-sensitive Properties panel and enhanced collaboration panel for Frame.io will be introduced.
Photoshop is about to be introduced with a new Generative Workspace to ease ideation and brainstorming using AI. Generative Fill and Generative Expand powered by Firefly will also be available to the masses hence augmenting the functionalities of Photoshop in creating AI based dynamic retouches. New Image Trace features, enhanced and improved over the Generative Shape Fill with the use of Firefly techniques in Illustrator, will enable users to manipulate more objects with greater finesse.
Deepa Subramaniam, head of product marketing for Creative Cloud at Adobe, outlined the strategy for democratizing 3D. "We are looking for new ways how 2D designers can extend their works by integrating 3D Objects by the use of Adobe Substance 3D Viewer app.
Adobe launched a new AI-powered application within Adobe Gen Studio, designed to streamline workflows between creative and marketing teams. This tool focuses on content creation, brand compliance, and campaign activation ensuring smoother collaboration between departments.
Furthermore, Adobe declared a notable global project which aims to empower 30 million learners and educators with digital literacy by the year 2030. The goal of this program is to close the so-called digital divide by letting people use Adobe Express, as well as getting certificates and training courses in such skills like artificial intelligence, content making and online advertisements.
With these announcements, Adobe has consolidated its leadership in the creative technologies sector by providing creation-enhancing AI tools to creators and giving new horizons for the young generation of creators.
