Adobe’s software has been a favorite among creatives for decades, but generative AI tools like these may upend the very industry the company serves, for better or worse. Firefly is Adobe’s answer to the recent wave of generative AI models, including OpenAI’s Sora and Runway’s Gen-3 Alpha. The tools have captivated audiences, making clips in minutes that would have taken hours for a human to create. However, these early attempts at tools are generally considered too unpredictable to use in professional settings.