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.

The Firefly Video Model introduces three exciting new tools to revolutionize video creation: Text-to-Video, Image-to-Video, and Generative Extend. These tools, designed to work seamlessly within Adobe’s suite, bring powerful video generation and editing capabilities that are both versatile and user-friendly.

Adobe is joining several other players in the generative AI (GAI) space by rolling out its own model. The Firefly Video Model is powering a number of features across the company's wide array of apps.

Adobe Inc. Chief Executive Officer Shantanu Narayen said the company’s new video-generating AI product will be priced differently than its other artificial intelligence tools.

Adobe on Monday said it has started publicly distributing an AI model that can generate video from text prompts, joining the growing field of companies trying to upend film and television production using generative artificial intelligence.

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 Inc. unveiled artificial intelligence tools that can create and modify videos, joining Big Tech companies and startups in trying to capitalize on demand for the emerging technology.