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 launched video generation capabilities for its Firefly AI platform ahead of its Adobe MAX event on Monday. Starting today, users can test out

The next time you scroll through your Instagram and Facebook feed, you might see a video ad edited with AI. That’s because Meta is testing new AI video editing capabilities that will allow advertisers to animate an image as well as expand the borders of a video.

When they do launch, Meta Movie Gen will go head-to-head with a number of other video generation models, such as Runway AI Inc.’s Gen-3 Alpha Turbo, OpenAI’s upcoming Sora, Google DeepMind’s Veo, Adobe Inc.’s Firefly, Luma AI Inc.’s Dream Machine and Captions LLC’s video editing tools.

Meta released Movie Gen on Friday. It generates AI videos and sound using text prompts. It's Meta's latest volley in its battle against OpenAI.

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.