Adobe starts rolling out AI video generation tool, challenging OpenAI, Meta

obe on Monday said it has started publicly distributing an AI model that can generate video from text prompts, joining growing field of companies trying to upend film and television production using generative artificial intelligence.

Firefly Video Model, as technology is called, will compete with OpenAI's Sora, which was introduced earlier this year, while TikTok owner ByteDance and Meta Platforms have also announced ir video tools in recent months.

Facing much larger rivals, obe has staked its future on building models trained on data that it has rights to use, ensuring output can be legally used in commercial work.

San Jose, California-based obe will start opening up tool to people who have signed up for its waiting list but did not give a general release date.

While obe has not yet announced any customers using its video tools, it said on Monday that PepsiCo-owned Gatore will use its image generation model for a site where customers can order custom-me bottles, and Mattel has been using obe tools to help design packaging for its Barbie line of dolls.

For its video tools, obe has aimed at making m practical for everyday use by video creators and editors, with a special focus on making footage blend in with conventional footage, said Ely Greenfield, obe's chief technology officer for digital media.

"We really focus on fine-grain control, teaching model concepts that video editors and videographers use - things like camera position, camera angle, camera motion," Greenfield told Reuters in an interview.