Adobe is working on a generative AI video model for its Firefly family. This will bring new tools to its Premiere Pro video editing platform. These new Firefly tools will allow Premiere Pro users to generate video and add or remove objects using text prompts. This works just like Photoshop’s Generative Fill feature. It can also extend the length of video clips.
No release date has been set for these new video generation tools. Adobe only said they’ll roll out “this year.” The creative software giant showed what its own video model can do in an early video demo. It is not certain if the plans to integrate Premiere Pro with AI models from other providers will happen.
Adobe says the third-party AI integrations in its video preview are an “early exploration.” They want to give Premiere Pro users more choice. Users could use models like Pika to extend shots. They could also use 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. This will identify which AI models have been used to generate them.
Adobe is trying to take risks with this new technology. Like in a race, taking risks can sometimes lead to first place. But staying in first place can be hard. Adobe is trying to win by offering new and innovative tools. This can keep them ahead in the competitive video editing software market.
The new Firefly tools and potential third-party integrations show Adobe’s focus on innovation. They aim to provide more options for video editors. This can help users create more dynamic and engaging content. The move also shows Adobe’s commitment to staying at the forefront of AI technology. By exploring new ways to use AI in video creation, they hope to set new standards in the industry.
Adobe’s approach is clear. They are taking a risk to innovate and stay ahead. The success of these tools and integrations will be key to their strategy. Only time will tell if these efforts will help Adobe maintain its top spot in the market.