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

Adobe is beta testing generative video tools that can create short clips from text prompts and still images or lengthen existing scenes.

The model, announced at Adobe Max, will appear in the standalone Firefly web application. It rolls out alongside AI updates to Photoshop, Illustrator, Premiere Pro, and Lightroom.

Facing much larger rivals, Adobe has staked its future on building models trained on data that it has rights to use, ensuring the output can be legally used in commercial work.

Adobe is now adding its AI-based video generator, Firefly, to its video editing software Premiere Pro. The Firefly model can be used to extend a video clip or generate video from still images or text instructions.