
Adobe Introduces Industry's First Commercially Safe Generative AI Video Model and New Firefly Web Application
Brie Clayton February 13, 2025
0 Comments
Adobe Firefly Video Model, available in public beta, is the only generative AI video model that is IPfriendly and commercially safe, so brands and creative professionals can use it confidently for productionready content
New Firefly plan offerings unlock the full power of the new Firefly web app - the ultimate destination for generating images, videos, vectors and more with Firefly's unmatched creative control
Adobe Firefly provides the most comprehensive creative process with cross media workflows and direct integration with Adobe Creative Cloud apps to seamlessly move from ideation to production
Leading brands and agencies including Dentsu, Gatorade and Stagwell are choosing Firefly as it provides the creative control needed to produce content at scale
Today Adobe (Nasdaq: ADBE) released the Firefly Video Model in public beta, bringing the industry's first commercially safe AI video generation model to market. Available in the Firefly web application with Generate Video (beta) and in Adobe Premiere Pro with Generative Extend (beta), the Firefly Video Model generates IP-friendly video content that can be used in production today. It is the latest offering in the Firefly family of creative generative AI models, which has been used to generate over 18 billion assets globally Two new Firefly plan offerings at tiered price points designed to meet customers' flexible usage needs enable access to new audio and video capabilities as well as image and vector generations, all powered by Firefly and available today through a new, redesigned Firefly web application.
Generate Video (beta) [LINK to blog], powered by the Firefly Video Model, empowers creative professionals with tools to generate video clips from a text prompt or image, use camera angles to control shots, create professional quality images from 3D sketches, craft atmospheric elements and develop custom motion design elements. It supports 1080p resolution to start, with both a lower resolution ideation model for high-speed iteration and a 4K model for pro-level production work coming soon. Creative professionals, enterprises, entertainment brands and media agencies - including Dentsu, Gatorade and Stagwell - are finding success with the video model beta, praising its commercially safe, IP-friendly generations and unrivaled levels of creative control for real-world applications.
Adobe is introducing new Firefly Standard and Firefly Pro plan offerings that enable access to the new Firefly web application, the most comprehensive destination to generate images, videos and more with unmatched creative control. Adobe Firefly's breadth of capabilities allow users to generate images, edit the images, turn them into videos and control camera angles and cinematic movement before moving to Adobe Creative Cloud applications to transition seamlessly from ideation to production. Using Adobe's suite of industry-leading creative apps, creative professionals can refine their work with Photoshop on the web, Premiere Pro and Adobe Express, or leverage Firefly-powered features such as Generative Fill in Photoshop and Generative Remove in Lightroom to edit and bring photos to life with the video model.
Firefly is designed for creative professionals looking for unmatched creative control and IP-friendly tools that can be used safely and effectively in production, said David Wadhwani, president of Adobe's digital media business.
We've been thrilled to hear from beta customers who've found it a game-changer for ideating concepts and producing stunning videos, and we can't wait to see how the creative community uses it to bring their stories to the world.
Introducing the New Firefly Web Application The Firefly web application offers a suite of professional grade controls, enabling creative professionals to deliver their finest work from ideation to production. They can now create 3D worlds, start with style and structure reference images, use professional camera angles to get the perfect shot and translate audio and video into multiple languages while maintaining an authentic voice, all with Firefly. It integrates with Adobe Creative Cloud applications including Photoshop, Premiere Pro, Express and more - and Firefly is safe for commercial use, providing creators confidence to use it for production-ready content.
In under two years, Firefly has been used to generate over 18 billion assets globally - an uptick of 50% over the past few months - and evolved from an image generation tool to the most comprehensive generative offering for creative teams. Beyond generating high-quality images, it provides creators unmatched control over their work through professional camera angles and positioning, rich detail and prompt accuracy and the ability to match the structure of style of a reference image in image, video and 3D outputs.
New and available in the Firefly web app today:
Generate Video (beta) for industry-leading controls that enable creative professionals to generate videos, b-roll, animations and more, all powered by the Firefly Video Model. With Text to Video and Image to Video features, creative professionals can produce stunning high-quality 1080p video from simple text prompts, generate b-roll to fill gaps in timelines, add atmospheric elements to a shot and develop custom motion design elements. Intuitive controls provide new levels of precision to fine-tune any shot with detailed camera settings, like sweeping aerial views, frame subjects exactly as envisioned, from dramatic close-ups to expansive long shots, and dynamic movement by selecting from multiple motion paths. Creative professionals can also lock in the first and last frames of a
North America Stories
27/08/2026
ESPN and Disney are launching College Football Saturdays, adding two college football games per week to Disney for U.S. subscribers as part of their existing ...
27/08/2026
Zixi will exhibit at IBC2026 (Hall 5, Stand 5.A76, RAI Amsterdam, September 11-14), demonstrating the Zixi Platform and the latest release of Zixi Broadcaster, ...
27/08/2026
NDI has announced that its ecosystem has surpassed 1.2 million NDI-enabled hardware nodes worldwide, spanning products from more than 200 hardware brands across...
27/08/2026
Clear-Com conducted a pre-launch field trial of FreeSpeak Cell during Carnival 2026 in Rio de Janeiro, in partnership with Brazilian systems integrator Savana C...
27/08/2026
BHV returns to IBC 2026 with an important milestone for its own SportsBox: the broadcast industry's smallest remote vision mixer and format processor has mo...
27/08/2026
TOGETHXR and Snapchat have announced the second cohort of their Snap the Gap content creator program, welcoming nine athletes as Snap Stars. The program provide...
27/08/2026
MediaKind has announced that CNBC UK has selected Beam to modernize its contribution and distribution infrastructure for live broadcast operations. The deployme...
27/08/2026
Monitor engineer Chris Dwight has deployed Sennheiser's Spectera wideband bi...
27/08/2026
Telestream has announced an expansion of its UP cloud-native platform, adding capabilities for orchestrating Telestream services, third-party technologies, and ...
27/08/2026
Swerve TV has signed a multi-year partnership with GLORY Kickboxing, bringing live GLORY events and library programming to Swerve Combat, Swerve TV's free a...
27/08/2026
Dalet has announced a new integrated content experience with Agence France-Presse (AFP) in Dalet Flex, designed to bring AFP's editorial metadata into the p...
27/08/2026
Grass Valley will demonstrate an integrated live production environment at IBC2026 (Booth 9.A01, RAI Amsterdam, September 11-14), combining K-Frame, Maverik X, ...
27/08/2026
The National Women's Soccer League and Roku have announced an expanded partnership, with the Roku Sports Channel becoming the exclusive streaming home of ei...
27/08/2026
FuboTV has announced the launch of ACC Network Extra (ACCNX) and SEC Network (SECN ) on the Fubo streaming service at no additional cost to subscribers with En...
27/08/2026
Sports marketers have entered the experiential age. Today, sports teams, leagues, and venues are increasingly using immersive interactions and real world events...
27/08/2026
MultiDyne will introduce the MDoG-8800 at IBC2026 (Stand 11.C12, RAI Amsterdam, September 11-14), extending its openGear portfolio with a high-density fiber tra...
27/08/2026
The Joint Task Force on the Dynamic Media Facility (JT-DMF), an initiative of AMWA and the EBU, will host a series of informal Ask Me Anything sessions during...
27/08/2026
Homestream, a mobile app that automatically syncs a team's local radio broad...
27/08/2026
A packager for TNT Sports, Kwokman Productions is on hand for the unique event w...
27/08/2026
After more than 3,000 games, five members of YES Network's original staff re...
27/08/2026
Advertisers gain granular CTV targeting and turnkey reporting across eligible in...
27/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/08/2026
Profuz Digital makes a mark by launching a powerful upgrade to its Profuz LAPIS digital media management platform this IBC in Amsterdam at Stand 8.A88. The late...
27/08/2026
DHD.audio has chosen IBC 2026 as the launch venue for what it defines as one of the most radical advances in the companys 30 year history.
Every broadcast trad...
27/08/2026
Direct connectivity between planning, production and graphics for creativity and streamlined workflows...
27/08/2026
New Photoshop innovations bring you more choice and control at every stage of yo...
27/08/2026
First Two Seasons of Vertical Series Vultures Shot on Blackmagic Design Cameras
Brie Clayton August 27, 2026
0 Comments
Director and DoP of Vultures ...
27/08/2026
For years, the media and entertainment industry has hesitated to use AI-voiced dubbing due to concern for audience experience. New data from 3Play Media, a glob...
27/08/2026
Starfish Technologies has announced the forthcoming V9 release of its Advantage AD workstation, adding support for voice synthesis services and giving Audio Des...
27/08/2026
Lightware's UBEX is a powerful AV-over-IP product well suited for rental and staging workflows where systems must be fast to deploy, easy to repurpose, and ...
27/08/2026
Lightware has expanded the scalability of its 10G TPN AV-over-IP platform with the introduction of the new TPN-MMU-X100 Matrix Management Unit, enabling systems...
27/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/08/2026
PlayBox Neo Stand 7.C29 IBC2026 - 11 14 September
Well-established global specialists in media playout, automation, and streaming solutions, PlayBox Neo ...
27/08/2026
Rise Academy, the broadcast and media skills charity dedicated to delivering practical media technology learning experiences, careers resources and work experie...
27/08/2026
Mediagenix, a global leader in smart content solutions to profitably connect the right content to the right audience, will showcase the latest evolution of its ...
27/08/2026
NVIDIA's Gamescom announcements are revealing what's next for GeForce NOW, with new ways to play, more supported devices and platforms, and even more bi...
26/08/2026
Roku Sports Channel will stream eight matches free beginning Aug. 30 as league shifts Sunday-night games away from Victory+...
26/08/2026
Evertz and Mobile TV Group detail how on-premises infrastructure and cloud resou...
26/08/2026
The Sennheiser Group will demonstrate its broadcast audio portfolio at IBC2026 (Hall 8, Booth D50), covering wireless microphone workflows, studio monitoring, a...
26/08/2026
Appear and Transmisiones Televisivas TVTEL Limitada have announced the deploymen...
26/08/2026
Leader Electronics has announced that Danish broadcast rental company Minitech has purchased a Leader LPX500 hybrid IP/SDI waveform monitor and LT4670 sync puls...
26/08/2026
Encompass will demonstrate its Altitude media services at IBC2026 (IAMT Hub, Diamond Lounge, Hall 3, RAI Amsterdam, September 11-14).
Key products on show incl...
26/08/2026
Daktronics has partnered with Massillon Washington High School in Ohio to install a new LED video display and implement the Daktronics Camino show control platf...
26/08/2026
Clear-Com has appointed Dubai-based Venuetech LLC as its main partner for the Middle East. Venuetech distributes professional audiovisual solutions across the r...
26/08/2026
NBC Sports NOW, NBC Sports' free 24/7 streaming channel, will launch a new weekday lineup beginning Monday, August 31, including two new shows.
Not So Fast...
26/08/2026
Calrec will demonstrate updates to its ImPulseV DSP software and Argo ecosystem at IBC2026 (Stand 8.C47), including previews aligned with the EBU's Dynamic ...