Adobe is hoping to capitalize on the early success of its Firefly AI models by launching a new standalone subscription service that gives users access to the company’s AI image, vector and video generating models.
This marks Adobe’s boldest attempt yet to turn its Firefly AI models into a real product.
The company is also launching a redesigned webpage, firefly.adobe.com, where people can use Adobe’s AI models. This includes the new Firefly AI video model, which is rolling out in public beta on the Firefly website and in the Premiere Pro Beta app.
Firefly’s Standard plan costs $9.99 per month and provides unlimited access to Adobe’s AI image and vector generating features, as well as Adobe’s new AI video model. The Standard plan gives users 2,000 credits, which is enough to make 20 five-second AI videos.
Users can also connect Firefly plans to their Creative Cloud accounts to get unlimited AI image and vector generation in Photoshop, Express or other Adobe apps.
Meanwhile, the Pro plan will run users $29.99 a month, and offers enough credits to generate 70 five-second AI videos per month. The company is also working on a “Premium” tier (it hasn’t announced pricing for this yet) that lets users create 500 AI videos per month, according to Adobe’s VP of Generative AI, Alexandru Costin.
Previously, Adobe offered many of Firefly’s AI tools within its existing Creative Cloud subscriptions, letting users try the new tools for no added cost. Users could upgrade to pricier plans if they wanted more access to Firefly, but they didn’t have to. That system worked well for Adobe: Firefly’s generative fill feature, added to Photoshop in 2023, has become one of the company’s most popular new features of the last decade.
Now, Adobe wants to see if users will also pay up for its Firefly AI models.
The Firefly video model lets you turn text or images into a five-second, AI-generated video. There are controls on a side panel for changing the camera angles, camera movement, aspect ratio, and other features that creative professionals might want to customize.
The new Firefly offerings will compete directly with OpenAI’s Sora, Runway’s Gen-3 Alpha, and other AI video models that already have dedicated webpages and subscription plans. Google DeepMind’s AI video model, Veo, seems to be a legitimate contender in the space as well, but it’s still in private beta.
Part of Adobe’s pitch to creative professionals is that Firefly was trained on a dataset of licensed videos, without any brand logos or NSFW content (something the company paid quite a bit to do). That means, according to Adobe, creatives should be able to use the Firefly AI models without worrying about legal troubles.
“We think the key differentiator for us is that we’re the only IP-friendly, commercially-safe video model,” Costin said in an interview with TechCrunch. “We want to differentiate with deep understanding of customer problems.”
Adobe has also tried to ship AI tools that solve problems for creative professionals instead of just generating random AI videos.
For example, one of Firefly’s AI video features, Generative Extend, lets users extend any clip’s video and background noise by a few seconds. This is one of the more practical AI video tools on the market; other AI models just let you create new videos from scratch, or animate photos.
Costin says Adobe is working on another AI video tool to help with pre-production. The tool, which has yet to be announced, would help get creatives aligned on the same vision by creating a rough sketch of what a scene, or string of scenes, would look like.
However, Adobe needs to walk a fine line with generative AI. Many professionals who have used Adobe’s apps for decades are upset about the rise of generative AI tools in their industries. The technology poses a threat to their livelihoods as they risk having their work automated away to an AI model — like the ones Adobe is building.
But Adobe is convinced this is where the puck is going in the creative world.
