Adobe, with a market cap of $216 billion, is actively purchasing video content at a rate of $3 per minute to develop its new generative AI model, aiming to compete in the rapidly evolving AI landscape. The company is compensating creators $120 per set of video clips, with some payments reaching up to $7.25 per minute, as it seeks to enhance its text-to-video AI capabilities. This initiative comes as Adobe tries to catch up with competitors like OpenAI, who have demonstrated similar technologies. Additionally, Adobe has faced scrutiny over its 'ethical' AI model, Firefly, which was touted as an ethical alternative but was found to be trained on images from Midjourney, despite claims of using solely Adobe Stock images. Approximately 5% of the images used were AI-generated, raising ethical concerns about the transparency and sourcing of training data.