Adobe Inc. unveiled artificial intelligence tools that can create and modify videos, joining Big Tech companies and startups in trying to capitalize on demand for the emerging technology.

It's Adobe Max 2024, which means that Adobe is announcing all the projects it has been working on over the last year to improve its software – and unsurprisingly, for anyone following recent years, the focus is all about Generative AI.

The model, announced at Adobe Max, will appear in the standalone Firefly web application. It rolls out alongside AI updates to Photoshop, Illustrator, Premiere Pro, and Lightroom.

Not to be left out, Adobe has also been joining in: after previewing its generative AI video model back in April, the company announced on Monday that it was releasing the first set of Firefly-powered video editing workflows, which are powered by its new Firefly Video Model .

In future, the generative AI Adobe Firefly will generate video clips as well as images. In Premiere Pro, it extends clips beyond their original length.

Adobe is upgrading its Premiere Pro video editing application with a generative AI model called the Firefly Video Model. It powers a new feature called Generative Extend that can extend a clip by two seconds at beginning or end.

Adobe sees a rise in workflow focused competition for its broad range of software, and is betting big on the new Firefly generative AI models to extend its lead among consumers and businesses.