Adobe to Launch Generative AI Video Creation Tool Later this Year

Adobe logo is seen on smartphone in this illustration taken June 13, 2022. (Reuters)
Adobe logo is seen on smartphone in this illustration taken June 13, 2022. (Reuters)
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Adobe to Launch Generative AI Video Creation Tool Later this Year

Adobe logo is seen on smartphone in this illustration taken June 13, 2022. (Reuters)
Adobe logo is seen on smartphone in this illustration taken June 13, 2022. (Reuters)

Adobe will unveil a new generative AI-powered video creation and editing tool in a limited release later this year, the software maker said on Wednesday, as it looks to beef up its suite of applications catering to creative professionals.

Dubbed Adobe Firefly Video Model, the artificial intelligence tool will be released in beta and will join the Photoshop maker's existing line of Firefly image-generating applications that allow users to produce still images, designs and vector graphics.

The model will establish Adobe in the growing market for AI-based video generation tools, a space already targeted by OpenAI's Sora, Stability AI's Stable Video Diffusion and other AI video apps from smaller startups, Reuters reported.

The tool can generate a five-second clip for a single prompt and can interpret both text and image prompts, said Alexandru Costin, vice president of generative AI at Adobe. Users can also specify the required camera angle, panning, motion and zoom.

"We've invested in making this model reach the level of quality and prompt understanding that videographers expect. We've invested in making sure we really pay attention to the prompt ... respecting guidance from videographers much better than other (AI video) models," Costin told Reuters in an interview.

Adobe said the video model is trained on public domain or licensed content that it has permission to use, and not on any Adobe customer content.

"We only train them on the Adobe Stock database of content that contains 400 million images, illustrations, and videos that are curated to not contain intellectual property, trademarks or recognizable characters," Costin said.

Adobe is also rolling out Generative Extend, a tool that will be available in its Premiere Pro video editing software, which can extend any existing clip by two seconds by generating an appropriate insert to fill gaps in the footage.

First previewed in April, the tool has seen "a huge positive reaction from all of our customers", Costin said.



Apple Names Insider Sabih Khan as COO

The Apple logo is seen on the Apple store at The Marche Saint Germain in Paris, France July 15, 2020. (Reuters)
The Apple logo is seen on the Apple store at The Marche Saint Germain in Paris, France July 15, 2020. (Reuters)
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Apple Names Insider Sabih Khan as COO

The Apple logo is seen on the Apple store at The Marche Saint Germain in Paris, France July 15, 2020. (Reuters)
The Apple logo is seen on the Apple store at The Marche Saint Germain in Paris, France July 15, 2020. (Reuters)

Apple on Tuesday named insider Sabih Khan as its chief operating officer, taking over from Jeff Williams, as part of a long-planned succession.

Khan, who has been with Apple for 30 years and is currently the senior vice president of operations, will take on the new role later this month, the iPhone maker said in a statement.

Before joining Apple's procurement group in 1995, he worked as an applications development engineer and key account technical leader at GE Plastics.

Williams will continue to report to CEO Tim Cook and oversee the company's design team and Apple Watch.

The design team will report directly to Cook after Williams retires late in the year.