On Monday, Adobe announced the public release of its new AI tool, the Firefly Video Model, which generates video from text prompts. This move positions Adobe among other major players, such as OpenAI’s Sora, ByteDance, and Meta Platforms, who have also introduced video generation tools this year.

Adobe has focused on training its AI models with data it has full rights to use, ensuring the content generated can be legally used in commercial projects. The San Jose-based company will initially grant access to users on its waiting list, with a broader release date still pending.

Though Adobe has yet to announce customers for its video model, it shared that brands like Gatorade and Mattel are using Adobe’s image generation tools for product customization and design. Adobe’s goal is to make the Firefly Video Model practical for everyday use by video creators and editors. According to Ely Greenfield, Adobe’s CTO for digital media, the model has been designed to integrate seamlessly with conventional footage, offering fine-grain controls like camera position, angle, and motion.