After OpenAI’s Sora launch, Adobe is falling behind with its AI video roll-out

“To best support a wide variety of use cases and to ensure model safety, we’re opening up access to the beta on a limited basis with a focus on gathering feedback,” Adobe says on its website, inviting users to “join the wait-list”.

The company, which releases quarterly earnings Wednesday, announced the product as part of its Firefly family of AI features during its annual user conference in early October. At the time, it said the tool was already “rolling out in limited public beta”. Adobe has also launched a tool in Premiere, its video-editing app, which lets users extend video clips using generative AI.

An Adobe spokesperson said Tuesday that the company will expand availability in the weeks and months ahead. “Adobe Firefly is the only commercially safe video model available and we’ve seen strong customer response following the release just six weeks ago.”