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Adobe Inc. has unveiled new GenAI features for Premiere Pro, its flagship video editing platform. The GenAI tools are powered by Adobe’s Firefly AI model, a product of Adobe Creative Cloud, that enables users to generate vector graphics, create images, add styles and textures to text, and do a lot more with just simple text prompts.
The new GenAI features for video are aimed at streamlining video editing workflows and offer more innovative tools for enhanced creative output. More specifically, they will allow users to generate videos, add or remove objects using text prompts, edit the length of the videos, and more.
“Adobe is reimagining every step of video creation and production workflow to give creators new power and flexibility to realize their vision,” said Ashley Still, senior vice president, Creative Product Group at Adobe. “By bringing generative AI innovations deep into core Premiere Pro workflows, we are solving real pain points that video editors experience every day while giving them more space to focus on their craft.”
It’s no surprise that Adobe has been working on developing a foundation model for text-to-video capabilities. The creative software giant has been paying creators to share videos that can be used to train its AI model. The video demo offers a sneak peek into what Adobe’s has been working on.
Adobe recently suffered a major drop in shares as a result of rising concerns about competition in the industry and the lack of AI in its products. With the introduction of the new GenAI tools, Adobe can address some of these concerns.
The new features are expected to be released later this year, however, no official release date has been announced by Adobe. While Adobe showcased the new capabilities in a video demo, it did not specify which third-party integrations will be available. The company only shared that they are doing an “early exploration” of potential integrations with third-party GenAI models.
Adobe aims to offer its users a wide array of powerful tools and functionalities. Reportedly, Runway, Sora, and Pike are some of the third-party integrations that are being considered by Adobe. However, whether these integrations will be available or not, remains uncertain.
The advantage of having third-party integrations is that it offers more flexibility to Adobe Premiere Pro users. For example, they can use Sora to create engaging B-roll footage or Pika to add extra seconds to the end of a shot.
Still shot of video generated by Sora from the prompt: “A stylish woman walks down a Tokyo street filled with warm glowing neon and animated city signage. She wears a black leather jacket, a long red dress, and black boots” (Image courtesy OpenAI)
To ensure the responsible use of AI, Adobe’s Content Creation labels can be applied to the generated clips to identify which AI models have been used to create them.
Adobe has also announced the general availability of AI-powered audio workflows in Premiere Pro. Some of the new features include AI-based audio category tagging, interactive fade handles, and redesigned waveforms.
The introduction of new GenAI features is a strong indicator of Adobe’s commitment to harnessing the power of AI in advancing professional video editing capabilities. The company already has a robust software ecosystem and the introduction of the new tools will transcend users into a new era of enhanced productivity and creativity.
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