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,

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.

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 is upgrading its Premiere Pro video editing application with a generative AI model called the Firefly Video Model. It powers a new feature called Generative Extend that can extend a clip by two seconds at beginning or end.