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Adobe Releases Firefly Generative AI Video Tools In Beta
The model powers new features such as Generative Extend and text-to-video, with tools also coming to Photoshop and Frame.io.
Adobe has officially entered the generative AI (GAI) arena by rolling out its Firefly Video Model, designed to power various features across the company’s extensive suite of apps. At Adobe MAX, the company announced that several of these new tools are now available in beta.
One of the standout features, known as Generative Extend, was first previewed earlier this year within Adobe Premiere Pro. The tool enables editors to add AI-generated footage or audio to either the start or end of a clip, which can be particularly helpful when a necessary shot is missing, or the transition feels incomplete.
In September, Adobe also showcased additional tools, including a text-to-video feature similar to those from OpenAI and Meta, as well as image-to-video capabilities. Both of these tools are now available in beta within the Firefly web app — though access may require joining a waitlist.
Like other Firefly models, the Firefly Video Model and its associated features are designed with commercial safety in mind. Content Credentials watermarks are automatically applied to any AI-generated content.
On the Photoshop front, Adobe has also rolled out features that were previewed earlier this year. The latest Firefly Image Model powers Generative Fill and Generative Expand, which Adobe says can create images up to four times faster than before. There’s also the new Generate Similar tool, which allows users to create alternate versions of an object in a photo until they find the ideal match.
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Additionally, Photoshop’s Remove tool has been enhanced with a feature called Distraction Removal. This new option lets users quickly erase certain elements, such as wires, cables, or even people, from images — similar to Google’s Magic Eraser.
Finally, Frame.io V4 has launched, marking the largest update to Adobe’s collaborative platform since its debut nearly a decade ago. With a full redesign aimed at enhancing workflows and improving the video player, the update also introduces support for Canon, Nikon, and Leica’s Camera to Cloud (C2C) feature, meaning most major manufacturers now support direct uploads of photos and videos to Frame.io.
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Rabbit Expands Hyperlocal Delivery Service In Saudi Arabia
The e-commerce startup is aiming to tap into the Kingdom’s underdeveloped e-grocery sector with a tech-first, locally rooted strategy.
Rabbit, an Egyptian-born hyperlocal e-commerce startup, is expanding into the Saudi Arabian market, setting its sights on delivering 20 million items across major cities by 2026.
The company, founded in 2021, is already operational in the Kingdom, with its regional headquarters now open in Riyadh and an established network of strategically located fulfillment centers — commonly known as “dark stores” — across the capital.
The timing is strategic: Saudi Arabia’s online grocery transactions currently sit at 1.3%, notably behind the UAE (5.3%) and the United States (4.8%). With the Kingdom’s food and grocery market estimated at $60 billion, even a modest increase in online adoption could create a multi-billion-dollar opportunity.
Rabbit also sees a clear alignment between its business goals and Saudi Arabia’s Vision 2030, which aims to boost retail sector innovation, support small and medium-sized enterprises, attract foreign investment, and develop a robust digital economy.
The company’s e-commerce model is based on speed and efficiency. Delivery of anything from groceries and snacks to cosmetics and household staples is promised in 20 minutes or less, facilitated by a tightly optimized logistics system — a crucial component in a sector where profit margins and delivery expectations are razor-thin.
Despite the challenges, Rabbit has already found its stride in Egypt. In just over three years, the app has been used by 1.4 million customers to deliver more than 40 million items. Revenue has surged, growing more than eightfold in the past two years alone.
Also Read: Top E-Commerce Websites In The Middle East In 2025
CEO and Co-Founder Ahmad Yousry commented: “We are delighted to announce Rabbit’s expansion into the Kingdom. We pride ourselves on being a hyperlocal company, bringing our bleeding-edge tech and experience to transform the grocery shopping experience for Saudi households, and delivering the best products – especially local favorites, in just 20 minutes”.
The company’s growth strategy avoids the pitfalls of over-reliance on aggressive discounting. Instead, Rabbit leans on operational efficiency, customer retention, and smart scaling. The approach is paying off, having already attracted major investment from the likes of Lorax Capital Partners, Global Ventures, Raed Ventures, and Beltone Venture Capital, alongside earlier investors such as Global Founders Capital, Goodwater Capital, and Hub71.
Rabbit Expands Hyperlocal Delivery Service In Saudi Arabia
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