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.

Over the past year, Adobe has focused on adding generative AI features to its portfolio of software for creative professionals, including flagship products Photoshop and Illustrator.

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.

The video generation feature makes its debut in a number of new tools for Premiere Pro and the Firefly web app. PP’s Generative Extend, for example, can tack on up to two seconds of added AI footage to either the beginning or ending of a clip,

New beta tools allow users to generate videos from images and prompts, and extend existing clips in Premiere Pro.

Adobe Adobe has announced Firefly Video, an AI model that can generate video footage that the company says is designed "to be commercially safe" and to "not infringe on others' IP." Some of the generative AI features are being integrated into the company's editing software,