Official Adobe press releases or announcements

Adobe Unveils Firefly Video Model and Generative Extend in Premiere Pro (beta) at MAX 2024

Oct 14, 2024, 01:17 PM

Adobe has launched a series of new AI-powered tools at its annual Adobe MAX 2024 conference in Miami, which started at 9am EST. The highlight of the event is the introduction of the Firefly Video Model, a generative AI tool designed for commercial use. This model supports text-to-video and image-to-video generation, and it is integrated into Adobe Premiere Pro (beta), allowing users to extend video clips seamlessly. Adobe's new tools are set to revolutionize video creation by reducing the time spent on routine tasks, making advanced video editing capabilities accessible to a broader range of content creators. The company aims to compete with big tech players like Microsoft, Google, and Meta, who have also shown interest in AI video tools. Adobe's Generative Extend feature, now in beta, allows for the addition of extra frames and audio to footage, enhancing the editing process. The company also announced updates to its Photoshop and Illustrator applications, further expanding its suite of creative tools.