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.
This development could be a game-changer for video creators everywhere. From YouTubers to professional filmmakers, having the ability to generate custom video content with just a few text prompts opens a world of possibilities. Imagine extending a sunset scene or adding a flying bird to create the perfect shot. This kind of control without needing advanced video editing skills could democratize video production.
Moreover, the integration of multiple AI systems means that users are not locked into one tool. They can pick and choose which AI model best suits their needs. This flexibility can lead to more creative freedom and higher quality video content.
Adobe’s decision to label AI-generated content with its Content Credentials is also crucial. It adds a layer of transparency, making it clear which parts of a video are AI-generated. This could help in maintaining trust with viewers, who may be wary of AI-generated content.
The upcoming tools might not just be for professionals. Amateur video creators and small business owners could also benefit. The ability to create professional-looking videos without a big budget or advanced skills could level the playing field. Small businesses could produce high-quality marketing videos, and hobbyists could make impressive home videos.
Adobe’s Firefly family continues to push the boundaries of what’s possible with AI in creative software. The potential applications are vast, and the impact on the video production industry could be significant. With these new tools, Adobe aims to empower creators of all skill levels to produce high-quality content more easily and efficiently.