Adobe is now adding its AI-based video generator, Firefly, to its video editing software Premiere Pro. The Firefly model can be used to extend a video clip or generate video from still images or text instructions. This was first brought to our attention by The Verge.

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 products are favored by many creatives, so expect its innovative Firefly AI offering to have a big impact on making digital ads.

Adobe is joining several other players in the generative AI (GAI) space by rolling out its own model. The Firefly Video Model is powering a number of features across the company's wide array of apps.

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.

Adobe Inc. Chief Executive Officer Shantanu Narayen said the company’s new video-generating AI product will be priced differently than its other artificial intelligence tools.

At its annual creativity conference, Adobe Max, the company unveiled its latest AI features and products across its suite of creative tools, including its generative AI models, known collectively as Adobe Firefly.

Adobe on Monday said it has started publicly distributing an AI model that can generate video from text prompts, joining the growing field of companies trying to upend film and television production using generative artificial intelligence.