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.