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.

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.

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

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.

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.