Published on April 15, 2024, 8:30 pm

Adobe recently announced the incorporation of generative AI capabilities into its Premiere Pro video editing software. These new AI-powered features will empower video editors to manipulate video clips, insert or erase objects, and create missing B-roll footage without having to leave the familiar workspace of Premiere Pro.

Ashley Still, a product manager at Adobe, highlighted that integrating AI into Adobe Premiere Pro addresses crucial needs within the video editing community. This includes seamless integration with existing workflows and tools, quicker editing of current content, as well as enhancing control and flexibility for editors. As part of this advancement, Adobe is developing a specialized AI model known as Firefly Video to complement the existing suite of Firefly models tailored for image processing, vector manipulation, design alterations, and text effects.

Moreover, Premiere Pro is set to offer interfaces for third-party AI models from entities like OpenAI, RunwayML, and Pika. By fostering collaborations with such organizations, Adobe aims to deliver the desired functionalities sought by its users effectively.

One notable tool introduced is Generative Extend which enables users to elongate video shots by a few frames for precise editing purposes like smooth cuts or transitions. The implementation of intelligent AI-based masking and tracking tools simplifies object selection for editors – permitting them to substitute objects seamlessly, eliminate unwanted elements from scenes, or incorporate props using Object Add and Object Remove functionalities.

The Generative B-Roll tool within Premiere Pro facilitates effortless creation of challenging-to-film scenes through simple text directives or aids in generating temporary placeholders for planning requirements.

Notably, Adobe’s approach towards offering AI models emphasizes collaboration with partners like OpenAI and Pika to grant customers the flexibility in selecting suitable models aligned with their specific needs. Regarding revenue sharing from third-party AI tool utilization on Adobe’s platform remains uncertain; efforts are being made by Adobe’s Deepa Subramaniam to ensure transparency via Content Credentials labels indicating the employed models within creations.

Nevertheless, recent revelations suggest potential discrepancies in Adobe’s transparency claims concerning its Firefly model. Approximately five percent of training images used were obtained from other AI generators like Midjourney despite being licensed through Adobe’s stock database – raising questions about legal clarity and ethical implications surrounding such practices.

In essence, this significant leap in harnessing generative AI within Premiere Pro marks a transformative milestone in empowering video editors while also underlining evolving considerations over AI ethics and usage transparency within creative industries.


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