Adobe Firefly Offers Unlimited Video Generation

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Adobe announced on December 16 that Firefly is now offering unlimited video generation. This removes the friction points that used to slow down AI video creation. No more credits, generation limits, and waiting periods between attempts.

Earlier this year, OpenAI released Sora 2, Google expanded Veo 3, and a handful of Chinese companies built models that can generate multi-minute videos with solid continuity. The video generation market has suddenly matured this year.

What Adobe might be suggesting here is that the real game isn't about having the best model. It's about removing barriers so creators actually start using these tools at scale. If you have to think about whether you have enough credits left to try a third version, you probably won't. If it's unlimited, you will. 

Adobe also released an improved model that targets better motion control and character consistency. These are the two things that have plagued video generation until now. The company is positioning Firefly as a tool for creators and marketers who want to experiment without worrying about costs.

Within the next few months, the barrier between wanting to make a video and actually making one will essentially disappear. Anyone with a description and basic creative direction will be able to generate professional-looking footage. This will change how videos for things like marketing and educational content get produced, and even how much video content actually exists on the internet.