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.

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 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.

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 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,