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.

Adobe Max 2024 included an all-new AI video generation model, updates to your existing Creative Cloud apps and a peek at what's to come.

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

Adobe's Firefly for Video model will also be available in Adobe Premiere through a new Generative Expand feature, also in beta. This feature allows users to expand a clip with AI-generated video and audio that matches the original clip.

It's Adobe Max 2024! Which means Adobe is divulging all the details on the big projects it has been working on since the last Max – and unsurprisingly, for anyone following recent years, the focus is again all about Generative AI.

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.