Adobe higher after showing off first Firefly-powered video workflows

Earlier, at Adobe MAX, which Adobe calls “the world’s largest creativity conference,” Adobe announced beta availability of Premiere Pro’s first set of Firefly-powered video editing workflows powered by the new Firefly Video Model, along with enhancements and upgrades to the app’s performance and user experience. “New features include Generative Extend (beta) which addresses a common but complex challenge in video editing by making it easy for video professionals to extend clips to cover gaps in footage, smooth out transitions and hold on shots longer for perfectly timed edits. The new upgrades in Premiere Pro unlock more creative time for busy editors, including by tripling export speeds and offering a new context-sensitive properties panel, and are generally available to Premiere Pro customers today. The Firefly Video Model (beta) is the first publicly available video model designed to be commercially safe,” the company stated in a press release. “We believe our Firefly Video Model will revolutionize video editing in ways that video professionals are going to love. The latest innovations across Premiere Pro, After Effects and Frame.io will empower video professionals to do their best work more quickly, efficiently and beautifully,” said Ashley Still, senior vice president, digital media at Adobe. In afternoon trading, shares of Adobe are up $16.80, or 3%, to $512.22.