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 has rolled out an AI video model that can create video from text prompts— bad news for proponents of traditional video content.