Generative Extend is a new AI-powered feature coming to Adobe Premiere Pro that allows editors to seamlessly add frames to make clips longer. This tool enables users to extend shots by generating entirely new frames at the beginning or end of a clip12. Editors can simply click and drag to add the perfect amount of extra footage, solving common challenges like fine-tuning edits, holding a shot for an extra beat, or adding smooth transitions23. The Generative Extend feature is particularly useful for situations where editors need a few more frames to perfect timing or cover transitions, eliminating the need for workarounds like slowing down footage4. This innovative tool, powered by Adobe's new Firefly video model, is set to streamline editing workflows and provide greater creative control when working with existing content3.

Adobe's Firefly AI platform is expanding to include text-to-video generation capabilities, allowing users to create short video clips from text prompts. This feature will be available on Adobe's dedicated Firefly website later in 2024, initially producing 5-second videos with the potential for longer durations in the future12. The text-to-video tool is designed to complement existing creative workflows, enabling content creators to quickly generate video assets based on written descriptions. Adobe emphasizes that Firefly's video generation models have been trained exclusively on Adobe Stock footage and openly licensed content, aiming to provide a tool that is both creatively powerful and ethically sound for commercial use13.

Major tech companies like Alphabet, Meta Platforms, and OpenAI are actively pursuing licensing agreements with Hollywood studios to incorporate content into their AI video generation models1. This move aims to enhance the capabilities of AI tools in creating realistic scenes based on text prompts. However, studios are cautious about relinquishing control over their intellectual property, highlighting the complex balance between innovation and content protection1. The recent $250 million deal between OpenAI and News Corp for content licensing underscores the potential financial value of such partnerships2. As the industry grapples with these developments, there's a growing need for clear regulations and licensing models to address concerns about job impacts and creative rights, particularly for actors and creators whose likenesses may be used in AI-generated content1.