By Joe Foley
Publication Date: 2026-04-10 16:28:00
Garbled nightmares like the Coca-Cola AI ad and the withdrawn McDonald’s Christmas ad show that AI-generated videos are still of dubious utility as a ready-made creative asset. Meanwhile, OpenAI’s closure of Sora has once again raised questions about whether there is demand for it and whether it can be both safe and profitable given the amount of resources it consumes.
Adobe believes it has a solution to at least one of the biggest technical problems that make AI video so difficult to use. A preview of an experimental product called MotionStream has been released, giving users a more hands-on approach to controlling AI-generated footage.
AI videos are easy to generate using text prompts, but difficult to control because it can be difficult to describe movements in text. AI video generation also suffers from slowness, meaning you have to wait for a short clip to be generated, only to find that the movement looks strange and unnatural, and then have to start over with each new generation.
