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.

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

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.