Adobe is working on a generative AI video model for its Firefly family that will bring new tools to its Premiere Pro video editing platform. These new Firefly tools — alongside some proposed third-party integrations with Runway, Pika Labs, and OpenAI’s Sora models — will allow Premiere Pro users to generate video and add or remove objects using text prompts (just like Photoshop’s Generative Fill feature) and extend the length of video clips.
Unlike many of Adobe’s previous Firefly-related announcements, no release date — beta or otherwise — has been established for the company’s new video generation tools, only that they’ll roll out “this year.” And while the creative software giant showcased what its own video model is currently capable of in an early video demo, its plans to integrate Premiere Pro with AI models from other providers isn’t a certainty.
Adobe instead calls the third-party AI integrations in its video preview an “early exploration” of what these may look like “in the future.” The idea is to provide Premiere Pro users with more choice, according to Adobe, allowing them to use models like Pika to extend shots or Sora or Runway AI when generating B-roll for their projects. Adobe also says its Content Credentials labels can be applied to these generated clips to identify which AI models have been used to generate them.
Now, let’s talk proof. I looked at 2,000 ads of the top 50 ads. Out of those, 40 were just proof. It's fascinating that proof sells. Education works like proof because it makes people think, "Oh wow, he knows more than me, that's pretty smart." It's like a shortcut to trust. Out of those 2,000 ads, only 10 were educational. So, what should we be doing? More proof ads.
What's interesting is that 80% of the top 50 ads aren't proof. This means 80% of the best ads are. Proof is powerful. It shows people that something works. Proof can be testimonials, case studies, or real-life examples. When people see proof, they believe.
When we apply this to AI, it's clear that showing what AI can do is key. If you want people to trust AI tools, show them the results. For example, Adobe's generative AI video model can extend shots or add objects. Show what that looks like. Let people see the before and after.
By focusing on proof, we can make AI tools more trusted. People need to see that these tools work. Whether it's in ads, videos, or articles, proof makes a difference. Adobe is on the right track by showcasing what their new tools can do. This builds trust and shows the power of AI in a clear way.