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,