According to reports, Adobe releases the first public version of an artificial intelligence tool that can generate video clips and revealed how much it will charge. Still, it will not set pricing for major users such as studios until later this year.

Adobe is referring to the service as the Firefly Video Model. It will compete with two other companies that presently provide video-generation services: startup Runway and Sora, a model created by OpenAI, the company that created ChatGPT. Meta Platforms, the company that owns Facebook, has also created an AI model for creating videos, but it has not said when it would be made public.

Because Adobe is focused on creating clips that work with Premiere Pro, its main video editing program, film and television studios have a different business model than its competitors.

In order to achieve this, a lot of the features that Adobe is highlighting centre on feeding pre-existing photos into the video model and asking it to produce movies that correct or enhance shots that were recorded on a real production set but did not turn out perfectly.

Adobe says that the service will generate five-second clips at 1080p resolution. While that is shorter than the clips of up to 20 seconds generated by OpenAI's service, Adobe executives said the majority of individual clips in most productions are only three seconds.

Adobe said a user can generate 20 clips per month for $9.99 and 70 clips for $29.99. That compares with 50 videos for $20 per month with OpenAI's plan at lower resolution and a $200 OpenAI plan that can handle longer, higher resolution videos.

Adobe is also working on a ‘Premium’ pricing plan for studios and other high-volume video users and will release those pricing details later this year.

Alexandru Costin, Adobe's vice president of generative AI says, “The company is working to generate 4K video and will remain focused on quality rather than longer clips.”

"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," adds Alexandru.