Ahead of its Adobe MAX event, Adobe has introduced new video generation features for its Firefly AI platform. As of today, users can explore Firefly’s video generator directly on Adobe’s website or test the new AI-powered Generative Extend feature in the Premiere Pro beta app.
On the Firefly website, users can experiment with both text-to-video and image-to-video models, which create AI-generated videos up to five seconds long. Adobe notes that Firefly was trained to produce both animated and photo-realistic media, based on user prompts. Firefly can even integrate text into videos, addressing a challenge many AI image generators have struggled with. The web app also offers various settings to control camera movement, angle, and shot size.
In Premiere Pro’s beta, Firefly’s Generative Extend feature allows users to add up to two seconds of extra footage to video clips. This tool enhances existing scenes by continuing the subject’s movement and extending background audio. While it won’t recreate voices or music to avoid copyright issues, it gives users their first look at Adobe’s AI audio model.
Initial feedback from demos suggests that the Generative Extend tool is more practical and impressive than Firefly’s text-to-video model, though the latter is still in development. Adobe has prioritized editing tools over full video generation to align with its core audience of creative professionals.
Adobe is mindful of the concerns from creatives about AI replacing traditional methods. Generative Extend addresses an existing issue for editors — not having enough footage — rather than replacing the entire creative process. According to Adobe’s VP of generative AI, Alexandru Costin, the focus is on generative editing to complement and enhance workflows, allowing creators to work faster and more efficiently.
Adobe has already seen success with similar tools in its image model for Photoshop, where the Generative Fill feature has become one of the most used in recent history. The company hopes to replicate this with Firefly’s video capabilities.
To reassure creatives, Adobe has implemented ethical practices, such as paying contributors to help train the AI model and ensuring Firefly only generates “commercially safe” media. Firefly won’t create content involving sensitive subjects like violence, drugs, or copyrighted materials.
Additionally, Adobe will insert metadata watermarks identifying AI-generated videos. This initiative, similar to Meta’s identification tools on platforms like Instagram, helps ensure transparency while protecting authenticity in media creation.
As Adobe continues to refine its AI tools, the company is positioning Firefly as a valuable asset to both video editors and content creators, enhancing productivity without compromising creativity.
Visit Adobe FireFly Video Waitlist.
Learn more: Experience Apple’s AI Features Early: Download the iOS 18.1 Public Beta Now