Oct 14 (Reuters) - Adobe on Monday said it has

started publicly distributing an AI model that can generate

video from text prompts, joining the growing field of companies

trying to upend film and television production using generative

artificial intelligence.

The Firefly Video Model, as the technology is called, will

compete with OpenAI's Sora, which was introduced earlier this

year, while TikTok owner ByteDance and Meta Platforms have also

announced their video tools in recent months.

Facing much larger rivals, Adobe has staked its future on

building models trained on data that it has rights to use,

ensuring the output can be legally used in commercial work.

San Jose, California-based Adobe will start opening up the

tool to people who have signed up for its waiting list but did

not give a general release date.

While Adobe has not yet announced any customers using its

video tools, it said on Monday that PepsiCo ( PEP )-owned

Gatorade will use its image generation model for a site where

customers can order custom-made bottles, and Mattel ( MAT ) has

been using Adobe tools to help design packaging for its Barbie

line of dolls.

For its video tools, Adobe has aimed at making them

practical for everyday use by video creators and editors, with a

special focus on making the footage blend in with conventional

footage, said Ely Greenfield, Adobe's chief technology officer

for digital media.

"We really focus on fine-grain control, teaching the model

the concepts that video editors and videographers use - things

like camera position, camera angle, camera motion," Greenfield

told Reuters in an interview.