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.

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

Adobe sees a rise in workflow focused competition for its broad range of software, and is betting big on the new Firefly generative AI models to extend its lead among consumers and businesses.