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.

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 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.