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

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