Diffusion models, as a type of generative models, have achieved impressive results in generating images and videos conditioned on textual conditions. However, the generation process of diffusion models involves denoising for dozens of steps to produce photorealistic images/videos, which is computationally expensive. Unlike previous methods that design ``one-size-fits-all'' approaches for speed up, we argue denoising steps should be sample-specific conditioned on the richness of input texts. To this end, we introduce AdaDiff, a lightweight framework designed to learn instance-specific step usage policies, which are then used by the diffusion model for generation. AdaDiff is optimized using a policy gradient method to maximize a carefully designed reward function, balancing inference time and generation quality. We conduct experiments on three image generation and two video generation benchmarks and demonstrate that our approach achieves similar results in terms of visual quality compared to the baseline using a fixed 50 denoising steps while reducing inference time by at least 33%, going as high as 40%. Furthermore, our qualitative analysis shows that our method allocates more steps to more informative text conditions and fewer steps to simpler text conditions.