Adobe has launched a new generative artificial intelligence (GenAI) feature for its flagship video editing platform, Premiere Pro. The GenAI tool is powered by Adobe's Firefly AI model, a product of Adobe Creative Cloud, that enables users to generate vector graphics, create images, add styles and textures to text, and perform more graphics manipulation with simple text prompts.
The new GenAI video feature is designed to streamline video editing workflows and provide more innovative tools for enhancing creative output. More specifically, they will allow users to generate videos with text, prompt to add or remove objects, edit video lengths, and much more.
"Adobe is reimagining every step of the video creation and production workflow, giving creators new capabilities and flexibility to realize their vision," said Ashley Still, senior vice president of creative products at Adobe. "By bringing generative AI innovation deep into Premiere Pro's core workflow, we're addressing the real pain points that video editors experience every day, while giving them more space to focus on their own ideas. ”
It's no surprise that Adobe has been working on developing a foundational model for text-to-video functionality. The creative software giant has been paying creators to share videos that can be used to train its AI models.
Adobe's stock price has fallen sharply recently due to growing concerns about competition in the industry, coupled with the lack of artificial intelligence in its products. By introducing the new GenAI tool, Adobe can solve some of these problems.
The new features are expected to be released later this year, however, Adobe has not yet announced an official release date. While Adobe showcased these new features in a video presentation, it didn't specify which third-party integrations were available. The company simply said it was "early exploration" into potential integration with third-party GenAI models.
Adobe's goal is to provide users with a range of powerful tools and features. Runway, Sora, and Pike are reportedly third-party integrations that Adobe is considering. However, the availability of these integrations remains uncertain.
The advantage of a third-party integration is that it provides more flexibility for Adobe Premiere Pro users. For example, they can use Sora to create engaging B-roll shots or Pika to add extra time at the end of the shot.
To ensure the responsible use of AI, Adobe's Content Creation tags can be applied to the generated clips to determine which AI models were used to create them.
Adobe is also announcing the full availability of AI-powered audio workflows in Premiere Pro. Some of the new features include AI-based audio category labels, an interactive fade-out feature, and redesigned waveform effects.
The introduction of new GenAI capabilities is a strong indicator of Adobe's commitment to harnessing the power of AI to advance professional video editing capabilities. The company already has a robust software ecosystem, and the introduction of new tools will lead users into a new era of increased productivity and creativity.