Adobe products are favored by many creatives, so expect its innovative Firefly AI offering to have a big impact on making digital ads.

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,

Generative Extend is a Premiere Pro feature that Adobe previewed earlier this year. It enables editors to add generated footage and audio to the start or end of a clip. This can help cover a transition or edit if the required shot isn't available.

Adobe usually makes plenty of big product launches and updates at its annual MAX event, and this year’s design conference is no exception. The creative software giant has announced its first generative AI video model, which is already available in Premiere Pro — beating rival offerings like OpenAI’s Sora and Google’s Veo to the market.

Adobe Max 2024 is all about AI innovation across its creative suite, with new features like Generative Extend in Premiere Pro for extending video clips and sound. Photoshop gets Distraction Removal, while Illustrator and InDesign receive enhancements for object arrangement and image expansion.

Photoshop gets a big update with AI-powered Distraction Removal, new Firefly models for generative prompts, and a new Generative Workspace in beta