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.

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,

Over the past year, Adobe has focused on adding generative AI features to its portfolio of software for creative professionals, including flagship products Photoshop and Illustrator.

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 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.

Creative software maker Adobe ($ADBE) is launching a new artificial intelligence (AI) tool that’s capable of generating videos from text prompts