Adobe usually makes plenty of big product launches and updates at its annual MAX event, and this year’s design conference is no exception. The creative software giant has announced its first generative AI video model, which is already available in Premiere Pro — beating rival offerings like OpenAI’s Sora and Google’s Veo to the market.

Photoshop gets a big update with AI-powered Distraction Removal, new Firefly models for generative prompts, and a new Generative Workspace in beta

At Max 2024, hosted in Miami, Adobe has announced a bunch of new features and AI capabilities for its products.

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 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.