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.

Adobe is upgrading its Premiere Pro video editing application with a generative AI model called the Firefly Video Model. It powers a new feature called Generative Extend that can extend a clip by two seconds at beginning or end. Additionally, it’s capable of extending sound effects by up to 10 seconds.

For those looking for an OpenAI Sora video generator, while you also can’t yet generate new footage directly in Premiere Pro from a text or video prompt – it’s not far away. Adobe has teased a new text-to-video or image-to-video generator which will be available in Firefly soon (you can join the waitlist now).

Not to be left out, Adobe has also been joining in: after previewing its generative AI video model back in April, the company announced on Monday that it was releasing the first set of Firefly-powered video editing workflows, which are powered by its new Firefly Video Model .

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,