Adobe has announced plans to integrate third-party generative AI technologies, such as OpenAI’s Sora, into its Premiere Pro video editing software, a move that could revolutionize the industry. This initiative will see AI-driven capabilities being added to Premiere Pro, enabling features like auto-filling scenes with AI-generated elements and distraction removal—all without the need for labor-intensive manual editing.
These innovative features will be powered by Adobe’s AI model, Firefly, which is also utilized in Adobe Photoshop for editing still images. Adobe aims to distinguish itself from competitors such as OpenAI, Midjourney, and various emerging companies by using exclusively licensed data for training Firefly and providing users with legal protection against copyright claims.
Furthermore, Adobe revealed plans to enhance Premiere Pro by allowing access to external AI tools from companies like Runway and Pika Labs. This strategic decision is in response to a 20% decline in Adobe’s stock this year, amid investor worries that AI-generated media could threaten its primary business sectors.
While OpenAI has showcased its Sora model, which can create realistic videos from text prompts, it remains unavailable to the public and without a specified release schedule. Adobe has showcased a test run using Sora to create video content in Premiere Pro, but has not committed to a release date for this feature.
Deepa Subramaniam, Adobe’s Vice President of Product Marketing for Creative Professional Apps, mentioned that Adobe is still determining how to distribute revenue generated from third-party AI tools on its platform. She emphasized that Adobe will continue to inform users when they are operating non-Adobe AI models, ensuring transparency about the AI technologies used in video productions.
Subramaniam also reassured that Adobe’s commitment to AI ethics and addressing human bias remains strong, expressing enthusiasm about offering users a broader array of choices through third-party AI models.
