Adobe has officially launched a suite of new AI video tools, positioning itself in direct competition with industry giants such as OpenAI and Meta. The newly introduced Firefly Video Model will allow users to generate videos based on prompts, streamlining the video creation process within Adobe Premiere Pro. The roll-out includes additional features for Adobe Creative Cloud, with over 100 new enhancements announced at the annual MAX conference. These innovations aim to transform creative workflows, making tasks like removing distractions in Photoshop and generating video clips quicker and more efficient. With these updates, Adobe continues to double down on generative AI, revolutionizing professional video editing and performance marketing.