Adobe is making the jump into generative AI video. The company’s Firefly Video Model, which has been teased since earlier this year, is launching today across a handful of new tools, including some right inside Premiere Pro that will allow creatives to extend footage and generate video from still images and text prompts.

The director and video editor believe the scene is three or four seconds short. The main character needs to stare off into the middle distance a little longer, just to ram home the point. But the cast and crew are long gone,

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.

Screenshot: 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,

Generative Extend is finally in beta for Adobe Premiere Pro. Unlike Will Smith eating spaghetti or disturbing toy company ads or astronauts wearing knit caps, Generative Extend is AI-generated video that will actually be useful.

Adobe's Firefly for Video model will also be available in Adobe Premiere through a new Generative Expand feature, also in beta. This feature allows users to expand a clip with AI-generated video and audio that matches the original clip.

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,