Adobe: Premiere Pro with Generative AI tools
Adobe is developing Firefly for video, where along with the expected third-party integrations, the user will be able to extend their videos and add or remove objects.
Adobe is working on Firefly for video with Generative AI, which will bring new tools to the Premiere Pro video editing app. These new Firefly tools — along with some proposed third-party integrations from Runway, Pika Labs, and OpenAI's Sora models — will allow Premiere Pro users to create videos and add or remove objects using prompts (such as Photoshop's Generative Fill feature) and extend the length of videos.
Unlike many of Adobe's previous Firefly announcements, no release date — beta or otherwise — has been set for the company's new video generation tools, only that they will be released "within the year." . And while Adobe showed off what the new Firefly can do for video in a demo, its plans to integrate Premiere Pro with AI models from other providers are still uncertain.
Adobe refers to the third-party AI integrations in the demo as an "early exploration" of what they could be like "in the future." The idea is to give Premiere Pro users more options, according to Adobe, allowing them to use models like Pika to extend footage or Sora or Runway AI when creating B-roll for their projects. Adobe notes that Content Credentials tags can be applied to these generated clips to identify which AI models have been used to produce them.
The eventual collaboration with third-party AI companies seems obvious, regardless of the stage at which it is. The abilities we've seen from OpenAI's Sora seem to far surpass other video AI tools — much better than the demo Adobe showed of its upcoming Firefly in the video.
The Adobe advantage
Adobe's main advantage over competitors is the creation of its own Firefly models in its software ecosystem, which are already widely used by professional creators. Integrating AI models seems like an obvious choice, both for Adobe and for AI companies looking to make their tools more accessible to users who wouldn't otherwise go to a dedicated app.
