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.
These developments mean video editors will soon have the ability to push creative boundaries. By leveraging the power of text prompts, they can make intricate edits and enhancements with ease. This could save significant time and allow for creative experimentation without the manual labor traditionally required.
Adobe's move towards integrating third-party AI models reflects a broader trend in the tech industry. Companies aim to provide users with more choices, fostering an environment where innovation thrives. It also emphasizes the growing importance of AI in creative fields, where efficiency and creativity go hand in hand.
The integration of these tools may change how we think about video production. With AI, the process becomes faster and more intuitive. This could democratize access to high-quality video editing, allowing more people to produce professional-level content.
Looking ahead, the potential of these tools is immense. They can help professional editors meet tight deadlines and empower hobbyists to create polished videos. As AI continues to evolve, we can expect even more advancements that will further transform the creative process.