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Adobe Firefly

Adobe Firefly is a family of generative artificial intelligence models and tools developed by Adobe Inc. to enable the creation and editing of images, videos, audio, and design elements using natural language prompts and other inputs. Launched in public beta in March 2023 following an announcement at Adobe MAX in September 2022, Firefly is integrated across Adobe's Creative Cloud applications, including Photoshop, Illustrator, and Premiere Pro, allowing users to generate commercially safe content trained exclusively on Adobe Stock images, public domain content, and licensed materials to mitigate copyright risks. Key features of include text-to-image generation, generative fill and expand for , vector generation in , and more recent additions like text-to-video capabilities introduced in during Adobe MAX 2024 and fully released by early 2025, enabling users to create short video clips from prompts with advanced camera controls and style options. The platform also supports audio generation for sound effects and voiceovers, with a dedicated app launched in February 2025 that consolidates access to multiple AI models from partners like , , and , offering unlimited free generations for basic use and premium subscriptions for advanced features. Firefly's commercial safety is a cornerstone, as it provides Content Credentials via the Content Authenticity Initiative to track AI-generated assets, ensuring transparency for professional workflows in , , and . As of April 2025, Firefly had generated more than 22 billion assets worldwide, powering innovations like AI-assisted in Premiere Pro and enterprise APIs for scalable deployment. This evolution positions Firefly as a foundational tool in Adobe's ecosystem, emphasizing ethical AI development to support creators while addressing industry concerns over generative technology.

History and Development

Announcement and Initial Beta

Adobe first outlined its vision for generative AI in creative tools during its Adobe MAX conference on October 18, 2022, announcing plans to develop models trained exclusively on licensed content to ensure ethical use and commercial viability. This initiative, built upon the Adobe Sensei AI and framework, aimed to address growing concerns around in generative technologies amid the rise of tools like and . By prioritizing data from Adobe Stock and sources, Adobe sought to create AI that respects creators' rights and mitigates legal risks for users generating commercial work. On March 21, 2023, formally introduced as a dedicated family of generative AI models designed to empower creative workflows, marking the culmination of its 2022 strategy. The models were developed using to process vast datasets of licensed images, vectors, and audio, enabling safe generation without relying on unlicensed internet-scraped content—a key differentiator from open-source alternatives. This approach included features like a "Do Not Train" opt-out for contributors, reinforcing 's commitment to transparency and creator compensation through royalties via Adobe Stock. The public beta of the initial Firefly Image Model launched simultaneously on March 21, 2023, exclusively for Creative Cloud subscribers via the web app. Limited to text-to-image generation at launch, it allowed users to create high-quality visuals from prompts, with outputs marked by Content Credentials for traceability. Early adoption focused on providing a commercially safe alternative, enabling professionals to produce assets free from risks, in contrast to competitors trained on broader, potentially problematic datasets.

Major Releases and Updates

In June 2023, Adobe launched the full release of for Enterprise, expanding access to generative tools for image creation and with commercial safeguards, including an indemnity clause to protect against claims related to generated content. This rollout addressed enterprise demands for scalable digital content production, integrating into for teams. Building on the initial beta features introduced earlier in 2023, Adobe released Image Model 4 and Image Model 4 Ultra in April 2025, significantly improving , prompt adherence, and creative control over structure, style, and camera perspectives. These models enabled more lifelike outputs and precise editing, setting new benchmarks for visual content generation within the web app. In July 2025, introduced AI-generated sound effects in , allowing users to create custom audio from text descriptions or voice prompts, which could be directly integrated into video and audio timelines. This beta feature enhanced multimedia workflows by enabling intuitive soundscape design, such as generating effects like roars or ambient noises. At MAX in October 2025, the company announced Image Model 5, capable of producing photorealistic images at native 4MP resolution with superior prompt handling and editing. Additional updates included the launch of Generate , which creates custom audio tracks synchronized to video pacing and mood, and speech generation tools for producing diverse voices from text while preserving tone. These advancements positioned Firefly as a comprehensive studio for image, video, and audio production.

Evolution of Models

Adobe Firefly's foundational Image 1 model, introduced in in early 2023, provided basic text-to-image generation capabilities, enabling users to create simple visuals from textual descriptions using a diffusion-based architecture trained on licensed Adobe Stock content. This initial version focused on core generative functionality but was limited in resolution and stylistic fidelity, often producing outputs with inconsistencies in complex scenes. The progression to Image 2 in October 2023 marked a significant upgrade, with the model trained on 70% more image data to enhance visual quality and realism, allowing for more accurate rendering of details like textures and lighting. This iteration introduced improved creative control, such as better adherence to user-specified styles and compositions, reducing artifacts in generated imagery. By April 2024, Image 3 further advanced realism and style control, delivering photorealistic outputs with superior detail in elements like human figures, animals, and environments, while enhancing prompt interpretation for nuanced artistic directions. This model excelled in handling stylistic variations, such as cinematic or illustrative renders, building on prior versions to support more sophisticated ideation workflows. In parallel, Adobe expanded Firefly into specialized domains with the introduction of Video Model 1 in October 2024, a diffusion-based system designed for generating short video clips from text or image prompts, emphasizing smooth motion and temporal consistency in commercially safe outputs. This marked Firefly's entry into dynamic media, with capabilities for 5-second clips at resolution, prioritizing safe training data to avoid issues. The Audio Model, launched in October 2025, extended Firefly's generative scope to soundtracks and effects, allowing text-to-audio creation of fully licensed tracks, including music, ambient sounds, and with customizable tones and durations. This model leverages waveform generation techniques to produce high-fidelity audio that integrates seamlessly with visual content, supporting creative applications like video scoring. Image 5, released in October 2025, represented a leap in and handling, natively supporting 4-megapixel outputs for photorealistic images without upscaling, and improving in multi-subject scenes through advanced mechanisms. It enables layered editing based on prompts, allowing precise control over individual elements like backgrounds or objects, which enhances scalability for professional workflows. Throughout its evolution, Firefly has integrated partner technologies, such as hosting select models on 's Picasso platform since March 2023, to optimize rendering performance and generate high-quality assets through accelerated inference on hardware. This collaboration has bolstered Firefly's efficiency in producing detailed imagery and video, particularly for enterprise-scale applications.

Core Features

Image and Vector Generation

Adobe Firefly's text-to-image generation enables users to create static images from textual prompts, producing outputs in photorealistic or stylized formats up to 2000x2000 pixels in resolution. This feature supports a range of artistic styles, such as cinematic lighting for dramatic scenes or watercolor effects for soft, painterly illustrations. Key controls include selectable aspect ratios for horizontal or vertical compositions, style references drawn from community prompts or uploaded images to influence , and iterative refinement through editing the text prompt, which is limited to 750 characters. For instance, users can generate product mockups by describing packaging designs in context or illustrations depicting conceptual scenes like urban landscapes. The text-to-vector generation converts descriptive prompts into scalable graphics, optimized for design workflows where editable paths and shapes are essential. Outputs can represent subjects, such as stylized animals, or full scenes, like environmental motifs, and are downloadable for further modification in tools like . Vector controls encompass model selection between Firefly and partner options like Image, content type designation as subject or scene, and adjustments for effects including , , color, and tone, with refinement possible via reference images or variation generation. Representative examples include creating vector illustrations of tropical birds amid foliage or geometric abstract patterns for branding elements.

Video and Audio Generation

Adobe Firefly's video generation capabilities enable users to create short, dynamic clips from text prompts, initially limited to up to five seconds of footage featuring motion and animated scenes such as or . Powered by the Firefly Video Model, this text-to-video feature produces commercially safe content that can incorporate static images as starting inputs to guide motion and style. In 2025 updates, enhancements include support for new resolutions and aspect ratios, along with improved and text rendering for higher-quality outputs. These expansions, announced in July and October 2025, allow for more versatile clip creation suitable for creative workflows. Complementing video tools, Firefly's audio generation features debuted in form during October 2025, focusing on customizable sound elements to enhance projects. The Generate Soundtrack tool, a public powered by the Audio Model, produces original, licensed music or ambient audio tracks based on user-specified parameters like vibe, style, purpose, energy, and length, ideal for syncing with videos, podcasts, or games. Similarly, the Generate Speech feature offers text-to-speech conversion for natural-sounding voiceovers, with options to select accents, languages, vocal styles, and tones from a range of voices, supporting diverse applications like narration or eLearning content. Both tools emphasize commercial safety and integration with Firefly's ecosystem for seamless audio enhancement. To facilitate editing of generated media, introduced the in private on October 28, 2025, providing a -based multitrack for organizing, trimming, sequencing, and enhancing video and audio clips. This intuitive editor allows users to layer multiple tracks—including video, audio, and text—for precise control, enabling the assembly of longer compositions from short generated segments without leaving the platform. These combined video and audio tools represent 's 2025 push toward end-to-end dynamic content creation, streamlining production for creators.

Ideation and Editing Tools

Firefly Boards serves as an AI-first ideation canvas designed to facilitate visual brainstorming, creation, and collaborative prompt development for creative professionals. Launched globally in September 2025, it enables users to upload sketches or stock images, generate content using Adobe's models alongside partner models like those from and , and remix elements in real-time to explore concepts iteratively. Key features include applying consistent styles, lighting, or textures across assets, as well as real-time sharing and commenting for team collaboration, with seamless export options to tools like for further refinement. This tool supports early-stage ideation by organizing ideas into storyboards or pitch materials, making it particularly useful for art directors and design teams. Complementing core generation capabilities, the Prompt to Edit feature allows users to refine existing images through natural language instructions, such as "add a sunset background" or "swap the sky for a ," while preserving surrounding details. Powered by Image Model 5 and available in public beta since October 2025, it streamlines post-generation modifications by interpreting precise edits without requiring manual masking or selection tools. This approach enhances creative workflows by enabling iterative experimentation directly on generated outputs. Layered Image Editing, currently in development as of October 2025, introduces non-destructive editing by automatically segmenting generated images into editable layers for objects, backgrounds, and elements. Users can then reposition, resize, or replace these layers independently, offering greater control over compositions without altering the original asset. This feature builds on Firefly's generative foundation to support advanced refinement in ideation processes. To encourage exploration in image and video creation, Adobe offered a promotion providing unlimited generations for models across image, video, and other features, as well as partner image models, for Creative Cloud Pro and plan subscribers, valid through December 1, 2025. This initiative aimed to lower barriers for iterative ideation and editing experiments.

Integrations and Usage

Integration with Adobe Applications

Adobe Firefly is deeply integrated into Adobe's Creative Cloud applications, allowing users to leverage generative AI capabilities directly within familiar creative workflows for enhanced productivity. In Adobe Photoshop, Firefly powers features such as Generative Fill, which enables users to add, remove, or replace content in images using text prompts, and Generative Expand, which extends image boundaries while maintaining visual consistency. These tools utilize the latest Firefly Image Model to produce photorealistic results, supporting text prompts in over 100 languages. Adobe incorporates through Text to Vector Graphic, which generates scalable, editable illustrations and icons from descriptive text inputs, and Generative Recolor, allowing designers to explore color variations via prompts for rapid ideation. These integrations facilitate the creation of high-quality assets without leaving the Illustrator interface. In Adobe Premiere Pro, Firefly drives video-specific tools like Generative Extend, which intelligently adds frames to clips to extend shots, cover transitions, or fill audio gaps while preserving style and continuity, powered by the Firefly Video Model. For Adobe Express, Firefly enables quick generation of custom images and text effects from text prompts, supporting over 100 languages to streamline design tasks for non-professional users. Audio integration in Premiere Pro benefits from Firefly's generative capabilities, such as extending ambient sounds seamlessly within extended video clips. The standalone Firefly web app at firefly.adobe.com provides accessible entry to these AI tools for users without a full Creative Cloud subscription, offering limited free generative credits and the ability to export outputs directly to Creative Cloud libraries for further editing in integrated apps.

Enterprise and Partnership Applications

Adobe Firefly for Enterprise, launched in June 2023, provides organizations with secure and customizable generative deployments tailored to their needs, including the ability to train models on brand assets for consistent . This offering enables enterprise users across departments to integrate Firefly's capabilities into workflows via Adobe applications like Photoshop, , Express, and Experience Manager, ensuring commercially safe outputs trained exclusively on licensed content. By allowing customization with internal data, it supports scalable production while maintaining data privacy and compliance standards for large-scale operations. Key partnerships have expanded Firefly's enterprise applications, particularly in accelerated rendering and industry-specific design. In March 2023, Adobe collaborated with to host Firefly models on the NVIDIA Picasso platform, optimizing performance for high-quality asset generation and leveraging GPUs for faster rendering in creative workflows. For toy design, adopted Firefly in 2024 to generate imagery and color palettes for , such as doll boxes, enabling designers to rapidly visualize concepts from text prompts and accelerate product development cycles. In , partnerships with and highlight 's role in brand-consistent asset generation and scalable production. integrated in early 2024 pilots to create visuals, generating over 100 assets from text prompts to boost campaign engagement across client programs. Similarly, launched Adobe GenStudio dentsu+ in January 2025, powered by , to automate the production of channel-specific aligned with brand guidelines, reducing costs and timelines for global campaigns. These collaborations demonstrate 's utility in , where it facilitates rapid iteration of visuals while preserving stylistic consistency for enterprise-scale deployment. In October 2025, Adobe expanded its strategic partnership with Google Cloud, announced at Adobe MAX, to integrate Google's AI models including , Veo, and Imagen into . This enables enterprise customers to customize these models with proprietary data through Adobe Foundry for brand-specific content creation, accessible via Adobe GenStudio and Vertex AI, while ensuring customer data is not used to train Google's foundation models. Although an initial was announced in May 2023 to integrate into Google's for generation, Gemini ultimately relies on Google's Imagen models for its core text-to- features.

Accessibility and User Interface

Adobe Firefly offers tiered access models to accommodate users ranging from casual experimenters to professional creators. The free tier provides limited generative credits—typically 25 per month for standard and generations—accessible directly through the at firefly.adobe.com, allowing users to explore core features without cost. For expanded capabilities, premium access is available via a Creative Cloud subscription, such as the Creative Cloud Pro plan, which includes unlimited standard generations and up to 4,000 monthly premium credits for advanced tasks like video and audio creation. This subscription-based model integrates Firefly seamlessly into the broader Adobe ecosystem, enabling higher-volume usage and priority processing. The user interface of Firefly emphasizes intuitive interaction, beginning with a central prompt builder that accepts inputs for generating content. As users type , the interface offers real-time suggestions to refine descriptions, such as style modifiers or compositional elements, helping to optimize outputs without requiring advanced technical knowledge. Generated assets are stored in a dedicated history viewer, accessible via the "Your Stuff" panel, where users can filter results by type (e.g., images, videos, audio) and perform actions like favoriting, downloading, or sharing. For organization, outputs can be grouped into projects or folders, or integrated into Firefly Boards—an infinite canvas tool for moodboards and storyboards that supports collaborative ideation and visual remixing. Firefly maintains compatibility across web and mobile platforms, featuring a that adapts to various screen sizes for seamless ideation on desktops, tablets, or laptops. The dedicated , available for and , extends this functionality for on-the-go creation, supporting prompt-based generation of images and videos with touch-optimized controls. This cross-device approach ensures users can initiate and iterate on projects fluidly, regardless of location. To support user onboarding, includes in-app learning resources, such as guided tutorials on crafting effective prompts—covering techniques like specificity in descriptors and iterative refinement—and modules on ethical usage, including content credentials for transparency and adherence to commercial safety guidelines. These interactive elements appear as tooltips or dedicated help panels within the interface, promoting best practices for responsible AI-driven creativity.

Technical and Ethical Foundations

Training Data and Model Architecture

Adobe Firefly's generative models are trained on a vast comprising over 300 million licensed assets from Stock, including high-resolution images and videos contributed by creators who are compensated through the platform's licensing agreements. This is supplemented by openly licensed content, such as works under licenses, and materials where copyrights have expired, including contributions from sources like . explicitly avoids using unlicensed works from artists or any web-scraped data, ensuring all inputs are ethically sourced with proper permissions to support commercial viability and respect intellectual property rights. The core architecture of Firefly relies on diffusion-based models, which generate content by iteratively refining noise into coherent outputs guided by text prompts or reference images. These models are fine-tuned using Adobe Sensei, the company's AI and framework, to optimize performance for creative tasks such as image synthesis, vector generation, and video production. For advanced capabilities like video generation, Firefly employs a diffusion architecture that integrates information fusion, enabling seamless handling of text, image, and temporal data while maintaining efficiency at scale. To mitigate risks during generation, incorporates built-in safety filters embedded in the model pipeline, which detect and block outputs depicting harmful content such as , , or other inappropriate imagery. These safeguards operate from curation through , preventing the creation of infringing or unsafe material and aligning with Adobe's commitment to responsible AI development. This approach ensures that the models produce commercially safe results without compromising on creative flexibility.

Commercial Safety and Ethical Guidelines

Adobe Firefly incorporates robust commercial safety measures, including (IP) indemnification for enterprise users on qualifying plans, where Adobe agrees to cover legal claims alleging that Firefly-generated outputs infringe third-party copyrights, trademarks, or patents, subject to specific terms and exclusions. This indemnity distinguishes Firefly from many open-source generative AI models, which typically do not provide such legal protections to users. To promote transparency in generated media, integrates Content Credentials based on the for Content Provenance and Authenticity (C2PA) standards, embedding tamper-evident into outputs to track provenance, edits, and involvement. These credentials are automatically applied to fully -generated assets exported from , allowing users and viewers to verify authenticity and combat . Adobe's Generative AI User Guidelines for Firefly explicitly prohibit creating or distributing deceptive content, such as deepfakes or synthetic media intended to mislead or cause harm, as well as impersonation or the use of fake information that could undermine trust. These rules emphasize authentic use, requiring users to validate outputs for accuracy and report violations to prevent real-world harm from misinformation. Guiding these practices are Adobe's AI Ethics Principles of , , and , which inform Firefly's development to ensure safe deployment. includes mitigating biases through diverse training data that promotes fair representation across attributes like , , and skin tone, while internal testing addresses harmful . extends to artist compensation, with Adobe providing bonuses to Adobe contributors whose licensed content is used for Firefly training, based on the volume and type of assets considered from specified periods.

Limitations and Future Directions

Despite its advancements, Adobe Firefly faces several technical limitations that can impact . In handling prompt complexity, the system performs optimally with specific, descriptive inputs, but intricate or highly abstract concepts often require iterative refinement to achieve desired outputs, as overly detailed or vague prompts exceeding 1800 words may not consistently produce coherent results. Generation speed varies based on server load and feature type, with video and audio creations taking longer—up to several minutes per clip—particularly on standard web access without enterprise prioritization, leading to potential queuing during peak usage. features, such as the Firefly Video Model and Generate Speech, exhibit instabilities including limited clip durations (capped at 5-10 seconds as of late 2025), unsupported formats, and occasional transcription errors in non-English languages, reflecting their experimental status. Looking ahead, has outlined expansions to address these constraints through 2025 announcements at Adobe MAX. The introduction of an end-to-end timeline-based in aims to support longer video generations and multitrack editing, moving beyond short clips toward full production workflows. Enhanced collaboration tools in Boards enable ideation with AI-assisted and upscaling for environments. Custom Models allow users to train personalized styles using reference images, incorporating feedback to refine outputs while maintaining ethical training on content. 's roadmap emphasizes integrating these into seamless end-to-end production tools across Creative Cloud, with ongoing model updates like Image Model 5 (public beta) improving understanding and detail variety to better handle complex scenarios.

Reception and Impact

Critical and User Reception

Adobe Firefly has received generally positive reviews from technology publications for its emphasis on commercial safety and seamless integration with Adobe's ecosystem, particularly Photoshop. In a November 2025 article, WIRED described it as a "deceptively powerful playground" that combines multiple models for image and video generation, praising its intuitive web-based interface and royalty-free outputs from Adobe's proprietary models, making it suitable for professional creators. Similarly, awarded it 3.5 out of 5 stars in February 2025, highlighting its style options and ethical training on licensed data as key strengths, though noting room for improvement in . User feedback underscores high adoption among designers, who value its speed in ideation and editing workflows. According to Adobe's inaugural Creators' Toolkit Report from October 2025, based on a survey of over 16,000 global creators, 86% are using generative tools like Firefly, with 76% reporting it has boosted their business growth and . Independent reviews on platforms like and SelectHub reflect strong satisfaction, with Firefly achieving a 91% user satisfaction rating across 92 reviews for accelerating tasks such as photo editing that previously took hours. Firefly has been recognized at major tech conferences for its ethical AI innovations. In May 2025, Adobe and The presented a Special Achievement in Creative to a using , honoring its responsible approach to generative tools. Additionally, the 2025 Adobe MAX Creativity Awards celebrated works powered by , emphasizing its impact on innovative content creation. Criticisms focus on its perceived slower pace of evolution relative to open-source alternatives like , which offer greater customization and control over styles. Reviewers have noted that while Firefly excels in safety and integration, it lags in advanced options available in community-driven tools.

Industry Influence and Adoption

Adobe Firefly has seen widespread adoption across , with creators generating over 22 billion assets using its models as of October 2025. This surge reflects its integration into professional workflows, where it is installed in the design teams of approximately 72% of companies, facilitating tasks from ideation to production. Additionally, 99% of Fortune 100 companies have utilized AI features powered by Firefly within Adobe applications, underscoring its role in enterprise-scale creative processes. Firefly has accelerated the incorporation of AI into design practices, enabling faster prototyping and iteration in sectors like and . For instance, its generative capabilities allow teams to produce initial concepts and variations in minutes, reducing time-to-market for campaigns compared to traditional methods. This emphasis on commercially safe AI, trained exclusively on licensed , has influenced competitors to prioritize ethical sourcing and in their models to mitigate legal risks associated with unlicensed training . Notable case studies highlight Firefly's practical impact. has employed Firefly to generate packaging concepts for products, streamlining ideation by producing high-quality imagery and color palettes from text prompts, which expedites the transition from concept to market-ready designs. Similarly, integrates Firefly into its creative workflows via tools like Adobe GenStudio, enabling teams to scale production of brand-aligned campaign assets, such as graphics and videos, while maintaining consistency and efficiency across client projects. The tool's adoption has contributed to Adobe's financial performance, with AI innovations including Firefly driving an 11% year-over-year revenue increase to $5.99 billion in the third quarter of fiscal 2025 and prompting an upward revision in full-year guidance to $23.65–$23.70 billion. Over 40% of Adobe's top 50 enterprise customers have doubled their annualized recurring revenue spend since fiscal year 2023, largely due to expanded use of Firefly-enabled features in subscriptions.

Controversies and Challenges

Adobe Firefly has faced significant scrutiny over concerns, particularly in the wake of early 2023 lawsuits filed against other companies like Stability AI and for allegedly training models on unlicensed artist works, which prompted Adobe to emphasize its use of licensed datasets from Adobe to mitigate similar risks. Despite this approach, artists have debated whether Firefly and similar tools indirectly "steal" styles by generating outputs that mimic specific artistic aesthetics , leading to reputational and economic harm through plagiarism-like replication. For instance, on Adobe , AI-generated images have been found tagged with prominent artists' names like Loish or Beeple, driving sales of non-original content and sparking accusations of infringement, even as Adobe prohibits such violations and removes offending submissions. Fears of job displacement have also emerged, with creative unions highlighting generative AI tools like as potential threats to illustrators and artists in the entertainment industry. In 2024 discussions tied to the aftermath of SAG-AFTRA's strike, labor negotiations emphasized AI's role in automating visual , raising concerns over replacing human roles without fair compensation or consent. A report by indicated that 15% of surveyed professionals predicted illustrator positions were at risk of displacement by 2026 due to generative AI's impact on tasks like and visual development, contributing to broader estimates of 118,500 disrupted across , television, and . While Adobe maintains that augments rather than replaces creators by boosting productivity, critics argue it lowers the demand for traditional skills in illustration and design. Bias issues in Firefly's outputs have occasionally reflected imbalances in its , such as underrepresentation of diverse ethnicities or genders, leading to skewed or stereotypical generations that perpetuate societal inequities. has addressed these through rigorous debiasing methods, including on diverse datasets curated via Adobe Stock missions for cultural specificity and adversarial testing of over 25,000 prompts to suppress harmful content. Ongoing updates incorporate feedback from marginalized communities and third-party evaluations to improve output fairness, such as enhancing depictions of hairstyles or representations, though occasional lapses underscore the challenges of fully eliminating inherited biases. The phase of Firefly's video tools, extending into early 2025, drew for inconsistencies in motion realism, particularly in human depictions and dynamic elements, where outputs often appeared unconvincing or deviated from prompts—such as generating oversized animals or unintended features like wings on figures. Limited to 5-second 1080p clips and lacking basic editing options like trimming, the feature has been faulted for substandard quality relative to competitors, exacerbating user frustration amid high credit costs for . These hurdles highlight ongoing technical challenges in achieving seamless, realistic video within ethical constraints.

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