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, 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.
When Adobe discussed this new feature, they emphasized the potential for exclusive access to these cutting-edge tools. This exclusive access is something that users value highly, making them more willing to pay for the service. It aligns with what many business owners find effective—offering exclusive content or events increases a product's appeal.
In the business world, understanding what customers value most is key. Adobe’s approach, which focuses on exclusive access and content, is a smart move. It taps into a proven strategy that many successful businesses use.
Adobe’s Firefly tools and the integration of third-party AI models offer a glimpse into the future of video editing. This technology could change how editors work, making it easier and faster to create high-quality videos.