Adobe launches Firefly Video AI to compete with OpenAI’s Sora, offers plans starting at $9.99 per month

Adobe just stepped into the AI video scene, launching the first public version of its Firefly Video Model on Wednesday. Alongside the release, Adobe revealed its pricing for individual users but said it will hold off on setting rates for studios and larger clients until later this year.

Firefly Video is Adobe’s answer to competitors like OpenAI’s Sora and the AI video-generation tool from startup Runway. Meta, Facebook’s parent company, is also developing a similar tool, though there’s no word yet on when it will be available.

The timing of Adobe’s launch is notable, as it comes shortly after ByteDance unveiled OmniHuman-1, an AI tool that turns photos into lifelike human videos. This move also follows two years after Adobe introduced Firefly, its generative AI tool for editing images via text prompts.

What makes Adobe’s tool stand out? It’s designed with a focus on film and television studios, integrating directly with Premiere Pro, Adobe’s popular video editing software. Firefly Video isn’t just about generating clips from scratch; it can also improve existing footage. Users can feed real production shots into the model and generate new clips that correct or expand on scenes that didn’t turn out as expected.

The service creates five-second clips in 1080p resolution. That’s shorter than the 20-second clips OpenAI offers, but Adobe executives pointed out that most production clips are only around three seconds long.

Pricing starts at $9.99 for 20 clips per month or $29.99 for 70 clips. By comparison, OpenAI offers 50 lower-resolution videos for $20 a month, with a $200 plan for longer, higher-resolution content. Adobe is also working on a premium plan geared toward studios and heavy users, with pricing details expected later this year.

Alexandru Costin, Adobe’s vice president of generative AI, said the company is aiming to produce 4K videos down the line but remains focused on quality over length.

“We actually think that great motion, great structure, great definition scheme, making the actual clip look like it was film, is more important than making a longer clip that’s unusable,” Costin told Reuters.

Below if a YouTube video of Adobe Firefly Model in action.