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 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.

Chief Executive Officer Shantanu Narayen said the company’s new video-generating AI product will be priced differently than its other artificial intelligence tools.“The cost of producing video is clearly a little bit more expensive,