Adobe Inc (ADBE  ) is developing an AI model capable of generating video content, positioning itself in competition with other major players like OpenAI's Sora and Alphabet Inc (GOOG  ) (GOOGL  ) Google's Imagen 2 in the generative AI video technology field.

This new model is set to be integrated into Adobe's flagship video editing software, Premiere Pro, later this year, expanding the Firefly family of generative AI products.

The model will facilitate the creation of footage from prompts or reference images and introduce three novel features in Premiere Pro: object addition, object removal, and generative extension, TechCrunch reports.

The features allow users to add or remove objects within video segments and extend clips by a few frames to enhance the final product, for example, by syncing with a soundtrack or adding emotional emphasis.

Addressing concerns about the potential misuse of AI tools to create deepfakes, Adobe plans to incorporate Content Credentials into Premiere to identify AI-generated content and the specific models used to make it.

Reports suggest the company is paying creators on its Adobe Stock platform to contribute video clips to train the model.

Adobe also announced plans to integrate third-party tools from OpenAI, Runway, and Pika Labs into Premiere Pro, allowing users to generate and utilize video content directly within the software.

By embracing these external AI technologies, Adobe aims to mitigate Wall Street's concerns regarding the threat AI-generated content tools pose to its foundational business sectors, Reuters reports.

Prior reports indicated Adobe aggressively collecting videos to drive the development of its artificial intelligence text-to-video generator. The company tapped its community of photographers and artists, doling out $120 for footage showcasing a range of human activities and emotions.

Earlier at the Game Developers Conference, the company launched two innovative additions to its Substance 3D design software suite, empowering 3D artists to craft assets through mere text descriptions.

The "Text to Texture" function within Substance 3D Sampler enables the creation of textures from text prompts. Furthermore, Adobe introduced the "Generative Background" tool in Substance 3D Stager, which generates background imagery for 3D settings from text descriptions.

Adobe stock gained over 24% in the last 12 months. Investors can gain exposure to the stock via Invesco Next Gen Media And Gaming ETF (GGME  ) and Invesco Nasdaq Internet ETF (PNQI  ).

Price Action: ADBE shares closed lower by 0.84% at $470.10 on Monday.