At IBC 2024, Adobe was focused on its video products. And to no one’s surprise, the company’s Firefly generative AI tools are at the center. At the conference, Adobe announced Firefly Services (beta) for enterprise customers that entail an Enhanced Speech API and a Dubbing and Lip Sync API. The company also provided a look at its Firefly Video Model, which is set to take flight later this year in beta.

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