Can things be reversed? Adobe (ADBE.US) launches AI video generator against OpenAI and Meta (META.US)

The Zhitong Finance App learned that Adobe (ADBE.US) has launched an AI tool that can create and modify videos, and is working with large technology companies and startups to try to take advantage of the demand for emerging technology.

Adobe announced Monday at its annual product conference in Miami that its video editing software Premiere incorporates a feature that allows users to use generative artificial intelligence to extend video clips. Other tools available online enable users to create videos based on text prompts and existing images.

Although OpenAI, Meta Platforms (META.US), and Google all showcased AI video generators, Adobe was the first major software company to make this generator widely available to customers. Some startups, such as Runway AI, have publicly launched their video generation products.

Speaking about competitors' technology, Ely Greenfield, Adobe's chief technology officer for digital media, said, “When we talk to customers, we hear responses that these technologies are cool, but they can't use them.”

Greenfield said customers want to add AI capabilities to the apps they already use, and Adobe's new video model is “designed for real-world workflow and tool integration.”

Over the past year, Adobe has worked to add generative artificial intelligence capabilities to its software portfolio for creative professionals, including flagship products Photoshop and Illustrator. The company has released tools that use text to generate images and illustrations, and these tools have been used billions of times to date.

Adobe has always tried to differentiate its model from “commercial security” because of its careful training data and strict scrutiny. For example, if a user tries to generate a video of certain faces, Adobe blocks those faces. Competitors have come under fire for widely scraping internet data to build AI models.

According to Greenfield, Adobe's video model is mainly trained using videos and photos from its vast library of stock media for marketers and creative agencies. He added that in some cases, the company used public domain or authorized data. Adobe has offered to source video from its network of creative professionals for around $3 per minute.

OpenAI unveiled its video generation model Sora earlier this year, raising investor concerns that Adobe could be disrupted by new technology. By Friday's close, Adobe's stock price had fallen 17% this year. As of press release, the stock was up more than 2% at the beginning of the market.

Adobe is not charging for the use of AI features beyond the standard subscription fee. Greenfield says every user gets a certain amount of AI credits, but most plans don't enforce these limits. In the future, Adobe may charge more for using video-focused AI than using photo-like tools, according to company executives.

Adobe also announced other software improvements at the conference, such as making it easier to view 3D content in Photoshop. The company is also working on developing AI models capable of generating 3D graphics.