Sony Pixel Power calrec Sony

Adobe Introduces Industry's First Commercially Safe Generative AI Video Model and New Firefly Web Application

13/02/2025

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
LINK: https://creativecow.net/adobe-introduces-industrys-first-commercially-...
See more stories from creativecow

North America Stories

06/08/2026

USA Sports Rolls Into 2026 NASCAR Season With First Pace-Car Analyst on Selected Races

The broadcaster's 14-race schedule begins in Iowa and ends in November with ...

06/08/2026

SVG GameDay, Ep. 25: Chicago Bears Katlin Strange - Serving the Masses in the Windy City

In-venue and creative video staffers at the professional and collegiate level ha...

06/08/2026

Warner Bros Discovery's Anne Graham Details the Organization's Media-Ops and Metadata Consolidation Across Sports and Entertainment

As media organizations consolidate teams, technology platforms, and content libr...

06/08/2026

Dolby Vision 2 Begins Rollout on Selected 2026 Hisense TVs

Firmware updates introduce Dolby's next-generation picture engine, content-aware optimization, and new motion and ambient-light tools...

06/08/2026

TNT Sports Preps Wall-to-Wall Coverage of FIBA Women's Basketball World Cup 2026 from Sept. 4-13

TNT Sports will have wall-to-wall coverage of the upcoming FIBA Women's Bask...

06/08/2026

IBC 2026: swXtch.io Introduces groundSwXtch Software-Defined Multicast Overlay

swXtch.io (Stand 5.MR13) has unveiled groundSwXtch for Audio over IP (AoIP), a software application that lets broadcasters and media organizations move audio in...

06/08/2026

IBC 2026: Riedel Communications Showcases Integrated IP Production Workflows

At IBC2026, Riedel Communications (Stands: 10.A24, 10.A31, 10.A38) will bring modern media production to life with the Live Production Experience - a connected ...

06/08/2026

Sandy Grossman's Legacy as a Pioneering Director Earns Pro Football Hall of Fame's Pete Rozelle Award

The first live-sports director to receive the prestigious honor, eight-time Emmy...

06/08/2026

NBC Sports, Maryland Jockey Club Continue Partnership To Present Preakness Stakes Through 2032

NBC Sports will continue to present the Preakness Stakes on NBC and Peacock thro...

06/08/2026

IBC 2026: Cobalt Digital Brings New Practical Solutions to Evolving Broadcast Workflows

Cobalt Digital (Stand 8.F90) continues to reinforce its commitment to delivering...

06/08/2026

Wave Central Elevates Jeff Daubert to Director of Sales, Americas

Wave Central has promoted promotion Jeff Daubert to Director of Sales, Americas. In his expanded role, Daubert will lead Wave Central's sales strategy and ...

06/08/2026

KMH Integration Adds Architect Keith Hanadel to Expanding Full-Services Team

KMH Integration is expanding its ability to serve media, broadcast, and IT organizations by adding Keith Hanadel, an accomplished architect with decades of indu...

06/08/2026

Advanced Systems Group Promotes Michele Ferreira to Chief Business Officer

Advanced Systems Group (ASG) has promoted Michele Ferreira from Vice President of its Systems Integration team to the newly created position of Chief Business O...

06/08/2026

IBC2026: Appear Expands X, VX Platforms for Hybrid Live-Production Workflows

Demonstrations will include new JPEG XS, Dolby audio, cloud-gateway, stream-processing, and distribution capabilities...

06/08/2026

Live Media Group Acquires Gravity Media's U.S. Mobile-Production Assets, Adds Eight Units to Fleet

The deal includes three premium mobile units, engineering personnel, existing br...

06/08/2026

Broadcast Management Group, LiveU Power Vertical REMI Production for Amazon Prime's Obsessed Fest on TikTok

Broadcast Management Group produced Amazon Prime's inaugural Obsessed Fest a...

06/08/2026

IBC2026: Ikegami to Showcase Expanded UNICAM Camera and Monitoring Lineup

Exhibit will feature new variable-ND functionality, OLED viewfinders, remote-camera tools, and UHD production monitors...

06/08/2026

Sony Introduces FE 100-400mm Super-Telephoto Zoom Lens

Compact full-frame E-mount lens targets sports, wildlife, and other long-range shooting applications...

06/08/2026

Tennis Channel Lands Exclusive U.S. Coverage of 2026 International Tennis Hall of Fame Induction Ceremony

Live broadcast will honor Roger Federer and Mary Carillo on Aug. 29, with onsite...

06/08/2026

UTEP Upgrades Sun Bowl Stadium Video Display With Daktronics

End-zone board receives higher-resolution LED technology and an updated Show Control system ahead of the 2026 football season...

06/08/2026

FCC Votes to Modify TV Station Ownership Caps

Share Copy link Facebook X Linkedin Bluesky Email...

06/08/2026

LTN Showcases Live Event Master Control Capabilities for...

Proven offering builds on more than 20,000 live sporting events with greater automation, flexibility, and operational control LTN , the industry leader in tran...

06/08/2026

Hornets Tech brings new encoder and decoder range to IBC2...

Hornets Tech, a specialist in broadcast connectivity and IP video, is bringing a new range of encoders, decoders and an IPTV platform to IBC2026. Broadcast in...

06/08/2026

Introducing Adobe for ChatGPT: Create, edit and get work done - all in ChatGPT

Introducing Adobe for ChatGPT: Create, edit and get work done - all in ChatGPT Deepti Pradeep August 6, 2026 0 Comments The Adobe plugin in ChatGPT br...

06/08/2026

Hisense Adds Dolby Vision 2 to Select Models

Share Copy link Facebook X Linkedin Bluesky Email...

06/08/2026

MediaKind to showcase one unified portfolio at IBC2026

At IBC2026, MediaKind will make its first major appearance as a unified global powerhouse in video, showcasing one of the world's most comprehensive video i...

06/08/2026

Big Blue Marble to unveil AI-assisted piracy detection an...

Big Blue Marble (#5.A63) will demonstrate how its integrated technology and operational expertise help media companies scale premium services with less complexi...

06/08/2026

NIH expected to award Scripps Research nearly $4.2 million over 5 years to advance tools for vaccine design

LA JOLLA, CA-Scripps Research has received more than $500,000 in first-year fund...

06/08/2026

Improving vaccine design for Ebola, HIV and more

LA JOLLA, CA-Viruses are masters at invading our cells thanks to specialized proteins that coat their surfaces. When scientists design vaccines, they often crea...

06/08/2026

How a chemical reaction triggers brain inflammation in Alzheimer's disease

LA JOLLA, CA-The brain has its own immune system, which detects threats and mounts a defense. A growing body of evidence has shown that in Alzheimer's disea...

06/08/2026

Jin-Quan Yu elected to the National Academy of Sciences

LA JOLLA, CA-Scripps Research chemist Jin-Quan Yu has been elected to the National Academy of Sciences (NAS), one of the highest honors a scientist can achieve....

06/08/2026

Scripps Research ranks third in 2026 Cure Innovation Index

LA JOLLA, CA-Scripps Research ranked third in the inaugural 2026 Cure Innovation Index recognizing the top-performing institutes and centers across the United S...

06/08/2026

Scripps Research chemist Benjamin Cravatt elected to American Philosophical Society

Benjamin Cravatt, the Gilula Chair of Chemical Biology and a professor of chemis...

06/08/2026

Scripps Research immunologist Dennis Burton elected to American Academy of Arts and Sciences

LA JOLLA, CA-Dennis Burton, professor and the James & Jessie Minor Chair in Immu...

06/08/2026

How changes to proteins can alter drug interactions for new precision therapies

LA JOLLA, CA-Inside every human cell, proteins are constantly being tagged with small chemical modifications after they're produced. Known as post-translati...

06/08/2026

Scripps Research establishes endowed chair honoring renowned structural biologist Ian Wilson

LA JOLLA-Scripps Research has established the Ian Wilson Endowed Chair, a new fa...

06/08/2026

Scripps Research's Skaggs Graduate School awards doctoral degrees to 34th graduating class

Scripps Research's Skaggs Graduate School of Chemical and Biological Science...

06/08/2026

Scripps Research chemist Jin-Quan Yu is named a Fellow of the Royal Society

LA JOLLA, CA-Professor Jin-Quan Yu of Scripps Research has been elected to the Fellowship of the Royal Society, the U.K.'s national academy of sciences and ...

06/08/2026

Experimental HIV vaccine achieves a long-sought goal

LA JOLLA, CA-For years, researchers have been hoping for vaccines that protect people against not just one strain of HIV, but every strain of the quickly mutati...

06/08/2026

Calibr-Skaggs advances CLF065, a regenerative GLP-2 therapy, into two Phase 2 IBD studies

LA JOLLA, CA-The Calibr-Skaggs Institute for Innovative Medicines, the nonprofit...

06/08/2026

Chemists snap together complex 3D molecules from highly reactive radicals'-without losing their shape

LA JOLLA, CA-Building the complex 3D molecules needed for new medicines has alwa...

06/08/2026

A fentanyl countermeasure that adapts to combat future black-market drugs

LA JOLLA, CA-Fentanyl and related variants of the synthetic opioid kill more Americans each year than car accidents and gun violence combined. In too-high doses...

06/08/2026

Two Scripps Research assistant professors named 2026 Baxter Young Investigators

LA JOLLA, CA-What do decoding communication between organs and reimagining the future of genome editing have in common? They're among the scientific questio...

06/08/2026

Calibr-Skaggs awarded $5.1M by NIH to develop long-acting hepatitis B virus therapy

LA JOLLA, CA-Of the 1.2 million people living with HIV in the United States, app...

06/08/2026

Lab studies explain how new cancer drug works as it enters patient testing

LA JOLLA, CA-For some people, cancer immunotherapies are life-changing. These treatments can turn the body's own immune system against a tumor, either elimi...

06/08/2026

Newly identified molecule strengthens the eye's response to damage in retinal disease

LA JOLLA, CA-Many conditions that cause vision loss share a common feature: the ...

06/08/2026

Molecular scissors caught in action: A structural blueprint for RNA therapeutics

LA JOLLA, CA-RNA interference is a natural mechanism for living cells to control whether specific genes are being used or not. Crowned with the 2006 Nobel Priz...

06/08/2026

Immune molecule may drive excessive drinking in alcohol use disorder

LA JOLLA, CA-The drugs that keep rheumatoid arthritis in check may one day help people stop drinking. A new Scripps Research study shows that an anti-inflammato...

06/08/2026

Back in action: Researchers make drug-resistant bacteria vulnerable again

LA JOLLA, CA-Antibiotic resistance is one of the most urgent threats to global health, linked to an estimated 4.7 million deaths worldwide in 2019 alone. As mor...

06/08/2026

Scripps Research scientists demonstrate a faster, cheaper route to making critical drugs using common table sugar

LA JOLLA, CA-Some of the world's best-selling diabetes drugs depend on a che...