By now, you’ve probably used ChatGPT to whip up work emails to cut down on the mundanity of the nine to five. Maybe, you’ve waded further down the AI rabbit hole by creating bizarre images with DALL-E or fused emojis on your iPhone with Apple Intelligence.
Well, now you can add another skill to your AI repertoire: making videos. Just head over to Adobe’s Firefly website, which now offers a video generator that can spout five-second clips from text descriptions and pics. And, best of all, you can try it for free.
To further customise your video, you can change the aspect ratio and camera movement using the controls in the sidebar. Firefly supports 1080p resolution to start, with a 4K option in the pipeline for expert-grade productions. Plus, Adobe is offering the ability to translate your content into more than 20 languages using its voice AI.
When you run out of free tries, you can choose between two subscription options: the Standard plan at £9.99 per month, which gives you credits for 20 five-second AI videos, or the Pro plan at £28.99 per month, offering enough credits for 70 five-second AI videos each month.
Adobe’s video model is available in beta on both the Firefly web app and the Premiere Pro Beta app.
And, if you’re using it for work, you don’t have to worry about getting sued. Adobe says Firefly offers the “industry’s first IP-friendly, commercially safe video model”. Because it was trained on licensed data, and stuff that is already in the public domain, you can create all sorts of content without copyright pratfalls.
In fact, big brands like PepsiCo and Gatorade are already using it. Businesses even get an exclusive perk: lip syncing to audio, which should enable animated avatars to mouth jingles or voiceovers.
With the likes of Coca-Cola, eToro, and other major players relying on AI to churn out ads, it’s clear the tech is taking a foothold in marketing.
On the flip side, the results will probably be a lot tamer compared to other video generators from the wild west of AI, like Pika. But, until OpenAI releases its jaw-dropping Sora video model in the UK, Adobe’s Firefly could be the safest and most accessible option for users looking to dip their toes into AI-generated videos.
Of course, the downside to AI is the fear of robots taking over jobs. Theoretically speaking, if anyone can create marketing videos on their laptop in minutes, then why would they hire a creative agency or professional to do the same thing?
Indeed, a worrying survey from the World Economic Forum recently revealed that 41 per cent of employers intend to downsize their workforce as AI automates certain tasks.
But, the findings are more nuanced than they seem at first glance. Of the hundreds of large companies surveyed around the world, 77 per cent also said they were planning to reskill and upskill their existing workers between 2025-2030 to better work alongside AI.
Elsewhere, recruiters have indicated that those who can get the best results from AI are more likely to land jobs, a skill known as prompt engineering. So, getting up to speed with the latest AI models, including video generators, could even boost your career prospects.
