Adobe Premiere Pro will get AI-powered generative tools

Adobe will incorporate AI-powered tools, including third-party video text generation models, into its video editing software.

This year, Adobe Premiere Pro, used in the television and film industry, will receive updated AI-based functionality, such as automatically adding or removing objects. The new capabilities will be based on the Firefly model, which Adobe has already successfully used in Photoshop for processing static images.

Competing with AI startups, the company aims to differentiate itself by leveraging data from its system and offering  Firefly users compensation for copyright infringement. 

However, Adobe has also announced the development of a method that will allow you to use external tools from OpenAI, Runway and Pika Labs to create videos in Premiere Pro. That could help the company assuage Wall Street concerns that AI tools could threaten its core business.

OpenAI showed off its Sora model, which generates realistic videos based on text prompts, but did not reveal details of the technology or indicate when it would be available. Adobe, which showed a demo of using Sora in Premiere Pro, described it as an "experiment" and also did not provide a timeframe for availability.

Deepa Subrahmanyam, Adobe's vice president of product marketing for creative professionals, said the company has not yet determined how it will share revenue between Adobe and third-party developers from using third-party AI tools on its software platform.

However, all videos created in Premiere Pro will clearly indicate which generative AI technology was used by the user.