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Adobe Firefly AI video generator debuts—the most ‘IP-safe’ AI tool yet?

Adobe Firefly AI video generator launches in beta, offering commercial-safe AI video tools trained on licensed content—challenging OpenAI’s Sora and redefining professional video editing.

This rapid adoption suggests strong demand for AI tools that creative professionals can confidently use in commercial work. Kylee Pena, Senior Product Marketing Manager at Adobe, demonstrated how editors can use the technology to fill gaps in video timelines or generate atmospheric effects like snow, then seamlessly adjust the results using Premiere Pro’s professional tools. Global brands including Dentsu, Gatorade, and Stagwell are already testing the technology in beta, suggesting potential enterprise adoption.

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