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Adobe Firefly muscles into AI video–here’s what it looks like

Adobe Firefly muscles into AI video–here’s what it looks like

Adobe presented today that it’s bringing AI-generated video, aka the Firefly Video Model, to Adobe Premiere Pro plus its Firefly generative art service. Unlike its generative AI image capabilities, however, it won’t be free.

AI-generated video has been available for months. In December, OpenAI released Sora, its ability to craft AI video clips of several seconds from a text prompt. What Adobe is offering is authenticity. Like the AI-generated images in Firefly and Photoshop, Adobe trained its Firefly Video Model on licensed clips.

Right now, Adobe is positioning its AI-generated video clips as b-roll. It’s like filler video behind a title, for example. It also helps facilitate a transition between two different scenes.

In a demonstration provided to reporters, Adobe envisioned an AI-generated clip of red-hot sparks flying across the screen, as a backdrop to a title screen introducing clips of Iceland. However, Adobe also showed off an entirely AI-generated “drone flight” over an erupting volcano for the same project, suggesting viewers will still have to question the authenticity of what they see.

Adobe Firefly models will be able to generate and download the video. In Premiere Pro, like in Photoshop, people will be able to generate the AI-generated content within the app themselves and then simply drop it inside the workflow.

An AI-generated video clip using Adobe’s Firefly Video model. Adobe.

To use Adobe’s Firefly Video Model, however, you’ll need to pay. Adobe is offering early access on two plans. The $[website] Firefly Standard plan gives individuals 2,000 video credits per month or up to 20 five-second 1080p videos. Firefly Pro allows individuals to create 70 five-second 1090p videos via 7,000 video/audio credits per month as well. A Firefly Premium plan for those “looking to generate video content on a regular basis” is also en route, Adobe says, but the pricing hasn’t been showcased.

The plans sound a little confusing at first, but essentially you’re using the credits to “buy” the videos, . In addition to simply creating the video, customers will be able to edit videos, too: by providing filters, crafting paths for the camera to create motion shots, and more. Creatives can also lock the first and last images of the clip to facilitate transitions, and tweak the color to maintain consistency with the other clips in the scene, Adobe says. It doesn’t sound like those capabilities will cost credits.

It’s not clear where the line will be drawn between edits and re-renders, which will cost credits.

“Let’s say I asked for a scene with a bunch of horses racing around a racetrack from the perspective of someone standing on the track infield,” I asked an Adobe representative via email. “Then I decided that didn’t work, and I wanted an overhead shot with the camera moving from overhead to the infield. Is that considered to be an edit or an entirely different render?

” This would be considered a new render and would use credits as it would require additional generations,” the Adobe representative replied.

Adobe won’t generate audio via AI, however. Instead, Adobe is offering to take pre-recorded audio and translate it into 20 languages. Adobe is promising that its translations will maintain an “authentic voice,” with voice, tone, cadence, and acoustic matching.

What isn’t clear is if people will “spend” any available credit, or if they’ll just be used to buy video creation time.

Another short video clip of whales swimming, using Adobe’s AI-generated Firefly Video model. Adobe.

Adobe does have competition here. Creating AI-generated video via cloud services is possible with services like Sora, Pika Labs, Runway, and more. Services like [website] also offer to help create entire video segments from scratch, using AI-generated clips (as well as stock images) and an AI-generated script.

Creating AI video on your own local PC is also possible — barely, it seems. Mochi, , requires 60GB of VRAM to generate 480p videos from your PC. That’s more than the 32GB of VRAM in an Nvidia GeForce 5090 Founder’s Edition. Other competitive offerings don’t seem to be much advanced.

Local AI video models seem to struggle with creating a video clip from a text prompt rather than a reference image, too. Adobe’s Firefly model does both. Running an AI generator like Stable Diffusion on your PC seems quite realistic for AI-generated still images, but AI video may be forced to use the cloud for this generation of PCs.

Adobe’s offering that sort of power with its cloud service. In the long run, convenience may be the real selling point. While Adobe’s Firefly service provides a grab-and-go approach to AI art, it’s the easy, tight integration into Photoshop that’s made it especially useful. I’d expect the same of Premiere Pro and Adobe’s new video model.

This story was updated at 9:25 AM on Feb. 12.

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Apple now allows purchase transfers between accounts, with limitations

Apple now allows purchase transfers between accounts, with limitations

Apple is finally offering a way to transfer previously purchased content to a different user account, though the process remains somewhat convoluted. First spotted by the Apple-focused blog 512 Pixels, this new option is currently unavailable to millions of customers in the European Union, United Kingdom, and India. However, Apple's official support document provides a step-by-step guide to navigating the migration process.

The new documentation is intended for clients who want to move purchases from one Apple account to another. The ideal use case outlined in the guide involves a secondary account used solely for purchases and a primary account that serves as the user's main iCloud login.

The migration process allows clients to transfer apps, music, books, TV displays, and other content between accounts. During the transfer, the Apple account signed into iCloud is designated as the primary account, while the account used exclusively for media purchases is referred to as the secondary account.

Before migrating data, customers must meet several key requirements. First, they need to be signed into two different accounts on their iPhone or iPad. The secondary account must not be part of a different Family Sharing group, and both accounts must be set to the same country and region for purchases.

Additional prerequisites include enabling two-factor authentication, ensuring the secondary Apple account has a zero balance, and updating to the latest version of iOS or iPadOS. If all conditions are met, consumers can initiate the migration through the new "Migrate Purchases" option in the Settings app. Once the transfer is complete, the secondary account will no longer be able to make media purchases. Additionally, any payment methods associated with the secondary account will be transferred to the primary account.

While Apple's migration process provides a valuable tool for consolidating accounts after years within Cupertino's ecosystem, it isn't without potential pitfalls. Some individuals, for instance, have reported issues after inadvertently locking family members out of their Family Sharing group.

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Ukrainian drone unit wants to recruit gamers but warns it's "not like Call of Duty"

Ukrainian drone unit wants to recruit gamers but warns it's

Serving tech enthusiasts for over 25 years.TechSpot means tech analysis and advice you can trust.

The big picture: The conflict between Russia and Ukraine has escalated into a full-blown technological arms race. Both sides are pouring resources into developing cutting-edge military drones and counter-drone systems. But in this high-stakes battle, Ukraine has a new weapon: gamers.

Rally drivers are often naturally great at racing simulation games like Dirt, and vice versa, so you'd think the same would apply to warfare. Indeed, members of Ukraine's elite Typhoon drone unit told Business Insider that they see gamers as potential recruits. However, they also acknowledged the challenges.

Piloting a first-person-view (FPV) drone might seem straightforward on the surface. The headsets are like VR goggles, and the controllers are similar to those of a gaming console. There's even a video game called "Death From Above" that simulates the experience of a Ukrainian drone operator raining hellfire down on Russian forces.

However, in the virtual world, you can just hit reset when things go sideways. In real drone warfare, the consequences are deadly.

"People think flying a military drone is like playing 'Call of Duty,' until they realize there's no restart option," one Typhoon operator told the publication.

The Typhoon unit explains that preparing for a real drone mission is an intricate process of analyzing equipment, anticipated obstacles like jamming, real-time intelligence, and coordinating with commanders. Every flight involves multiple evasive maneuvers and constant adjustments for enemy countermeasures and threats.

As for the Typhoon unit itself, it was officially formed just last year and plays a vital role in Ukraine's National Guard. One of its responsibilities is developing and applying specialized UAV expertise on the battlefield. It does this by combining engineers who can rapidly configure drones with pilots capable of executing complex missions in the chaos of combat.

Despite the challenges mentioned above, the unit sees gamers as invaluable recruits for their lightning-fast reflexes and comfort with virtual environments.

"Gamers make great drone pilots because they are used to fast-moving situations on the screen, just like in real drone operations," Michael, the commander of the unit, stated. "They already have experience making quick decisions, reacting fast, and controlling complex systems, which are all critical skills in combat."

Ukraine's president Volodymyr Zelenskyy has been pushing for increased domestic drone production and deployment. Companies and volunteer groups have responded by kicking into high gear, mass-producing relatively cheap drones to fill the gap when Western-supplied artillery runs low.

With more drones comes the need for more pilots, and that gap could potentially be filled by recruiting skilled gamers with their finely tuned reflexes gained from video games.

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Market Impact Analysis

Market Growth Trend

2018201920202021202220232024
4.9%5.9%6.2%6.9%7.3%7.5%7.6%
4.9%5.9%6.2%6.9%7.3%7.5%7.6% 2018201920202021202220232024

Quarterly Growth Rate

Q1 2024 Q2 2024 Q3 2024 Q4 2024
6.9% 7.2% 7.4% 7.6%
6.9% Q1 7.2% Q2 7.4% Q3 7.6% Q4

Market Segments and Growth Drivers

Segment Market Share Growth Rate
Semiconductors35%9.3%
Consumer Electronics29%6.2%
Enterprise Hardware22%5.8%
Networking Equipment9%7.9%
Other Hardware5%5.3%
Semiconductors35.0%Consumer Electronics29.0%Enterprise Hardware22.0%Networking Equipment9.0%Other Hardware5.0%

Technology Maturity Curve

Different technologies within the ecosystem are at varying stages of maturity:

Innovation Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity AI/ML Blockchain VR/AR Cloud Mobile

Competitive Landscape Analysis

Company Market Share
Apple18.7%
Samsung16.4%
Intel12.9%
NVIDIA9.8%
AMD7.3%

Future Outlook and Predictions

The Like Adobe Firefly landscape is evolving rapidly, driven by technological advancements, changing threat vectors, and shifting business requirements. Based on current trends and expert analyses, we can anticipate several significant developments across different time horizons:

Year-by-Year Technology Evolution

Based on current trajectory and expert analyses, we can project the following development timeline:

2024Early adopters begin implementing specialized solutions with measurable results
2025Industry standards emerging to facilitate broader adoption and integration
2026Mainstream adoption begins as technical barriers are addressed
2027Integration with adjacent technologies creates new capabilities
2028Business models transform as capabilities mature
2029Technology becomes embedded in core infrastructure and processes
2030New paradigms emerge as the technology reaches full maturity

Technology Maturity Curve

Different technologies within the ecosystem are at varying stages of maturity, influencing adoption timelines and investment priorities:

Time / Development Stage Adoption / Maturity Innovation Early Adoption Growth Maturity Decline/Legacy Emerging Tech Current Focus Established Tech Mature Solutions (Interactive diagram available in full report)

Innovation Trigger

  • Generative AI for specialized domains
  • Blockchain for supply chain verification

Peak of Inflated Expectations

  • Digital twins for business processes
  • Quantum-resistant cryptography

Trough of Disillusionment

  • Consumer AR/VR applications
  • General-purpose blockchain

Slope of Enlightenment

  • AI-driven analytics
  • Edge computing

Plateau of Productivity

  • Cloud infrastructure
  • Mobile applications

Technology Evolution Timeline

1-2 Years
  • Technology adoption accelerating across industries
  • digital transformation initiatives becoming mainstream
3-5 Years
  • Significant transformation of business processes through advanced technologies
  • new digital business models emerging
5+ Years
  • Fundamental shifts in how technology integrates with business and society
  • emergence of new technology paradigms

Expert Perspectives

Leading experts in the hardware tech sector provide diverse perspectives on how the landscape will evolve over the coming years:

"Technology transformation will continue to accelerate, creating both challenges and opportunities."

— Industry Expert

"Organizations must balance innovation with practical implementation to achieve meaningful results."

— Technology Analyst

"The most successful adopters will focus on business outcomes rather than technology for its own sake."

— Research Director

Areas of Expert Consensus

  • Acceleration of Innovation: The pace of technological evolution will continue to increase
  • Practical Integration: Focus will shift from proof-of-concept to operational deployment
  • Human-Technology Partnership: Most effective implementations will optimize human-machine collaboration
  • Regulatory Influence: Regulatory frameworks will increasingly shape technology development

Short-Term Outlook (1-2 Years)

In the immediate future, organizations will focus on implementing and optimizing currently available technologies to address pressing hardware tech challenges:

  • Technology adoption accelerating across industries
  • digital transformation initiatives becoming mainstream

These developments will be characterized by incremental improvements to existing frameworks rather than revolutionary changes, with emphasis on practical deployment and measurable outcomes.

Mid-Term Outlook (3-5 Years)

As technologies mature and organizations adapt, more substantial transformations will emerge in how security is approached and implemented:

  • Significant transformation of business processes through advanced technologies
  • new digital business models emerging

This period will see significant changes in security architecture and operational models, with increasing automation and integration between previously siloed security functions. Organizations will shift from reactive to proactive security postures.

Long-Term Outlook (5+ Years)

Looking further ahead, more fundamental shifts will reshape how cybersecurity is conceptualized and implemented across digital ecosystems:

  • Fundamental shifts in how technology integrates with business and society
  • emergence of new technology paradigms

These long-term developments will likely require significant technical breakthroughs, new regulatory frameworks, and evolution in how organizations approach security as a fundamental business function rather than a technical discipline.

Key Risk Factors and Uncertainties

Several critical factors could significantly impact the trajectory of hardware tech evolution:

Supply chain disruptions
Material availability constraints
Manufacturing complexity

Organizations should monitor these factors closely and develop contingency strategies to mitigate potential negative impacts on technology implementation timelines.

Alternative Future Scenarios

The evolution of technology can follow different paths depending on various factors including regulatory developments, investment trends, technological breakthroughs, and market adoption. We analyze three potential scenarios:

Optimistic Scenario

Rapid adoption of advanced technologies with significant business impact

Key Drivers: Supportive regulatory environment, significant research breakthroughs, strong market incentives, and rapid user adoption.

Probability: 25-30%

Base Case Scenario

Measured implementation with incremental improvements

Key Drivers: Balanced regulatory approach, steady technological progress, and selective implementation based on clear ROI.

Probability: 50-60%

Conservative Scenario

Technical and organizational barriers limiting effective adoption

Key Drivers: Restrictive regulations, technical limitations, implementation challenges, and risk-averse organizational cultures.

Probability: 15-20%

Scenario Comparison Matrix

FactorOptimisticBase CaseConservative
Implementation TimelineAcceleratedSteadyDelayed
Market AdoptionWidespreadSelectiveLimited
Technology EvolutionRapidProgressiveIncremental
Regulatory EnvironmentSupportiveBalancedRestrictive
Business ImpactTransformativeSignificantModest

Transformational Impact

Technology becoming increasingly embedded in all aspects of business operations. This evolution will necessitate significant changes in organizational structures, talent development, and strategic planning processes.

The convergence of multiple technological trends—including artificial intelligence, quantum computing, and ubiquitous connectivity—will create both unprecedented security challenges and innovative defensive capabilities.

Implementation Challenges

Technical complexity and organizational readiness remain key challenges. Organizations will need to develop comprehensive change management strategies to successfully navigate these transitions.

Regulatory uncertainty, particularly around emerging technologies like AI in security applications, will require flexible security architectures that can adapt to evolving compliance requirements.

Key Innovations to Watch

Artificial intelligence, distributed systems, and automation technologies leading innovation. Organizations should monitor these developments closely to maintain competitive advantages and effective security postures.

Strategic investments in research partnerships, technology pilots, and talent development will position forward-thinking organizations to leverage these innovations early in their development cycle.

Technical Glossary

Key technical terms and definitions to help understand the technologies discussed in this article.

Understanding the following technical concepts is essential for grasping the full implications of the security threats and defensive measures discussed in this article. These definitions provide context for both technical and non-technical readers.

Filter by difficulty:

platform intermediate

algorithm Platforms provide standardized environments that reduce development complexity and enable ecosystem growth through shared functionality and integration capabilities.

API beginner

interface APIs serve as the connective tissue in modern software architectures, enabling different applications and services to communicate and share data according to defined protocols and data formats.
API concept visualizationHow APIs enable communication between different software systems
Example: Cloud service providers like AWS, Google Cloud, and Azure offer extensive APIs that allow organizations to programmatically provision and manage infrastructure and services.

GPU intermediate

platform

RAM intermediate

encryption