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. At Adobe MAX, the company announced that some of those are available in beta today. 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.

Last year Adobe launched Firefly, its latest generative AI model building on its previous SenseiAI, and now the company is showing how it'll be used its video editing app, Premiere Pro. In an early sneak, it demonstrated a few key features arriving later this year, including Object Addition & Removal, Generative Extend and Text to Video. The new features will likely be popular, as video cleanup is one a common (and painful) task. The first feature, Generative Extend, addresses a problem editors face on nearly every edit: clips that are too short. "Seamlessly add frames to make clips longer, so it's easier to perfectly time edits and add smooth transitions," Adobe states.