Adobe Premiere Pro to get Firefly genAI video features

“Generative AI models are increasingly becoming multi-modal — incorporating modalities such as images, speech and video — in both input and output,” said Arun Chandrasekaran, Gartner distinguished vice president analyst. Although existing text-to-video capabilities are “quite nascent today,” the potential is “immense.”

With other AI video creation models also drawing attention, most notably Sora, Adobe appears eager to build out its own capabilities. According to a recent Bloomberg report, Adobe is paying photographers and artists around $3 per minute of content for video content that can be used to train its AI models. 

While Adobe will face competition from the likes of OpenAI and others, it will also benefit from its status as incumbent in the market, said Forrester senior analyst Nikhil Lai. 

“I anticipate demand from editors to access Adobe’s AI features because many have indelible muscle memory for the look and feel of Adobe’s tools,” said Lai.

Adobe also unveiled plans to partner with other vendors, with plans to incorporate third-party models in Premiere Pro. This includes Sora, as well as models from Pika Labs and Runway. These are just the start, said Adobe’s spokesperson during the briefing call. 

“Customers told us that they want choice, and we see a future in which thousands of different customized models are going to emerge, each strong in their own niche,” he said.

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AndyC

Andy Curtis is an award-winning security consultant, researcher and public speaker. He has been working in the computer security industry since the early 1990s, having been employed by state and federal government, leading healthcare and banking providers across three continents. He has given talks about computer security for some of the world’s largest companies, worked with law enforcement agencies on investigations into hacking groups, and is a regular voice on TV and radio explaining IT security threats.

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