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 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 has announced over 100 new features across the Creative Cloud, upgrading tools in Illustrator, Photoshop, Premiere Pro, InDesign, Lightroom, Firefly and Express. As with last year's AI advancements,