Adobe plans to leverage new AI video generation technology to create new pricing tiers in its Creative Cloud offerings.
During its fourth-quarter earnings call on Wednesday (Dec. 11), software developer Adobe revealed upcoming premium video generation capabilities as an addition to its Firefly AI platform.
The company is intensifying its push into artificial intelligence (AI) after the initial success of Firefly AI, which reportedly generated over 16 billion pieces of content since its beta launch in March 2023. The video-generating addition to the platform has also been tested in beta mode for a few months now. Adobe claims the new feature has already driven a 70% increase in Premiere Pro beta users.
Therefore, the company plans a public release in early 2025 as a part of its premium offerings suite. The video generator might be included in the most advanced pricing tiers in Adobe’s Creative Cloud services subscription.
Firefly video capabilities will enable users to extend clips to cover gaps in footage, smooth out transitions, create perfectly timed edits, generate custom video content rapidly using text-based prompts and more.
While the new tool aims to simplify and accelerate video content creation, it also addresses copyright and licensing concerns, which remain a major challenge for businesses producing commercial content. Namely, Adobe integrates a library of licensed content, ensuring that businesses can use images, video clips, and music without the risk of intellectual property violations.
The Firefly family of AI models currently includes imaging, vector, design and video capabilities. The handy tools are integrated into Adobe’s flagship apps, e.g. Photoshop, Premiere Pro, Illustrator, Substance 3D, and the web-based Express platform.
Adobe is also enhancing existing AI capabilities with the Gen Studio platform that integrates advanced creative tools with features for marketing and content management, enabling organisations to efficiently scale their content production efforts. These enhancements place Adobe at the forefront of AI-powered creative tools, offering businesses innovative ways to engage their audiences while safeguarding creative integrity.
“The usage of Firefly within our creative applications has seen massive adoption, and it’s been inspiring to see how the creative community has used it to push the boundaries of what’s possible. We’re thrilled to bring creative professionals even more tools for ideation and creation, all designed to be commercially safe.”
Ely Greenfield, chief technology officer, digital media at Adobe
After disappointing sales outlooks and declines in stock value registered in the first quarter of 2024, Adobe delivered record FY24 revenue of $21.51 billion, which represents 11% year-over-year growth. The company’s shares, however, did not show growth, offset by softer revenue guidance for 2025.
