Adobe has launched Generative Extend in Premiere Pro, which uses AI to instantly generate and expand the length of video and audio clips. Powered by the Firefly Video Model and safe for commercial use, Generative extend allows editors to extend video in 4K and in landscape and vertical orientation, along with audio clips. To promote transparency around AI-generated content, Content Credentials, which act like a nutrition label for digital media, are attached to Generative Extend outputs.Were so excited to see how the Premiere Pro community uses Generative Extend in 4K and AI-powered Media Intelligence to create stories that capture our imaginations, said Ashley Still, Senior Vice President and General Manager of Digital Media at Adobe. By harnessing the power of Firefly and our advanced AI capabilities, we're transforming the video editing experience and enabling our customers to focus on what matters most to them telling vivid, compelling stories."Adobes new Firefly-powered video tools like Generative Extend have been transformative for our creative and post-production workflows, said Justin Barnes, Executive Creative Director & Partner, Versus Creative Studio. They seamlessly integrate into our existing pipeline, allowing us to rapidly experiment, iterate, and develop creative ideas faster than ever. The ability to automate time-consuming tasks has unlocked all new efficiencies and given back time to the creative process, allowing us to further push the limits of storytelling.Also newly launched is the AI-powered Media Intelligence, which quickly finds specific clip content such as objects, locations, camera angles, or metadata like shoot date or camera type. Im really excited by the AI products that Adobe is developing for filmmakers especially new features like Media Intelligence, which helps me get to the edit that much faster, said Ernie Gilbert, filmmaker and editor. As an editor, its my job to stay on top of new technologies that help give us more time to focus on the creative process with my collaborators down the pipeline. These tools will help remove some of the tedium of the process, allowing us to focus on whats ultimately going to affect the audience most.Additional upgrades in Premiere Pro include AI-powered Caption Translation, which automates the work of generating multilingual captions. Premiere Color Management transforms raw and log footage from nearly every camera into HDR and SDR the moment clips are imported.Adobe also introduced a new version of After Effects with a high-performance preview playback engine, new 3D motion design tools, and HDR monitoring. New Frame.io V4 upgrades include expanded storage and text document review tools, transcription generation (beta), watermarking, and access groups (beta) for enterprise customers.Adobes latest releases in Premiere Pro and After Effects are generally available. Premiere Pro will offer complimentary generations with Generative Extend for a limited time. Transcription and Access Groups features are available in Frame.io V4 beta; all other Frame.io features are generally available. The new updates to Adobe video and collaboration tools, and more, will be on display at the 2025 NAB Show in Las Vegas from April 6-9 at Booth SL2210.Source: Adobe Journalist, antique shop owner, aspiring gemologistL'Wrenbrings a diverse perspective to animation, where every frame reflects her varied passions.