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 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.

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.