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 ten 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).

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

Adobe sees a rise in workflow focused competition for its broad range of software, and is betting big on the new Firefly generative AI models to extend its lead among consumers and businesses.

Adobe has announced over 100 new features across the Creative Cloud, upgrading tools in Illustrator, Photoshop, Premiere Pro, InDesign, Lightroom, Firefly and Express. As with last year's AI advancements,