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 products are favored by many creatives, so expect its innovative Firefly AI offering to have a big impact on making digital ads.

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 is beta testing generative video tools that can create short clips from text prompts and still images or lengthen existing scenes.

Adobe has expanded its Firefly family of creative generative AI models to video, in addition to new breakthroughs in its Image, Vector and Design models. The Firefly Video Model, now in limited public beta, is the first publicly available video model designed to be “commercially safe,” Adobe said.

The model, announced at Adobe Max, will appear in the standalone Firefly web application. It rolls out alongside AI updates to Photoshop, Illustrator, Premiere Pro, and Lightroom.

Facing much larger rivals, Adobe has staked its future on building models trained on data that it has rights to use, ensuring the output can be legally used in commercial work.

For years tech companies have been showing off tools that use AI to create short video clips, but now a lot more people are going to get their hands on them. Why it matters: The ability to turn a photo or a prompt into several seconds of video opens up new creative avenues,

Adobe is now adding its AI-based video generator, Firefly, to its video editing software Premiere Pro. The Firefly model can be used to extend a video clip or generate video from still images or text instructions.