Adobe Max 2024 included an all-new AI video generation model, updates to your existing Creative Cloud apps and a peek at what's to come.

Adobe usually makes plenty of big product launches and updates at its annual MAX event, and this year’s design conference is no exception. The creative software giant has announced its first generative AI video model, which is already available in Premiere Pro — beating rival offerings like OpenAI’s Sora and Google’s Veo to the market.

Adobe has unveiled its new Firefly Video Model at the Adobe Max conference, signaling a deeper integration of generative AI into its suite of creative tools. This model, designed for text-to-video and image-to-video generation,