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.

Adobe has rolled out an AI video model that can create video from text prompts— bad news for proponents of traditional video content.

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.

Facing much larger rivals, Adobe has staked its future on building models trained on data that it has rights to use, ensuring the output can be legally used in commercial work.

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.