Adobe has revealed plans to integrate third-party generative artificial intelligence tools into Premiere Pro, its premier video editing software. This move, announced on Monday, marks Adobe’s entry into enhancing its flagship platform with AI capabilities.
Premiere Pro is essential in the TV and film sectors and will soon be upgraded to include AI features that will transform the editing landscape. These new capabilities will allow for tasks such as automatically adding AI-generated objects into scenes and removing unwanted elements with minimal manual effort.
Key to these advancements is Firefly, an AI model already utilized in Adobe’s Photoshop for still image editing. Adobe aims to distinguish itself in a market filled with competitors like OpenAI and Midjourney by integrating Firefly and other third-party AI tools.
Addressing potential copyright concerns, Adobe has offered indemnity to users against claims, underscoring its commitment to fully licensed data usage. The company is also enhancing access to third-party tools, including those from OpenAI, Runway, and Pika Labs, within Premiere Pro.
The integration of AI in content creation is gaining traction, evidenced by OpenAI’s Sora model, which can produce realistic videos from text descriptions. Adobe demonstrated Sora’s capabilities with Premiere Pro, although it has not yet announced a release date, referring to it merely as an “experiment.”
Adobe’s vice president of product marketing for creative professional apps, Deepa Subramaniam, emphasized the company’s dedication to ethical AI use and transparency, stating, “Our industry-leading AI ethics approach and the human bias work that we do, none of that’s going away. We’re really excited to explore a world where you can have more choice beyond that through third-party models.”
While Adobe is still considering how revenue sharing with external developers will be structured, Subramaniam confirmed that users would be informed when non-Adobe AI models are used and that all outputs will clearly identify the AI technologies applied.
