Adobe is working on generative AI video models for the Firefly family that will bring new tools to the Premiere Pro video editing platform. These new Firefly tools, along with Runway, Pika Labs, OpenAI's Sora model and proposed third-party integrations, will help Premiere Pro users generate videos and include text prompts (similar to Photoshop's generative fill feature). You can now add or remove objects using the length of the video clip.
Unlike many of Adobe's previous Firefly-related announcements, the only release date for the company's new video generation tool is that it will be available “later this year,” whether in beta or not. It has been. The creative software giant also showed off what its video models are currently capable of in an early video demo, but has no plans to integrate Premiere Pro with AI models from other providers. Not sure.
Adobe instead calls third-party AI integrations in video previews an “early exploration” of what these will look like “in the future.” Adobe says the idea is to give Premiere Pro users more choice, including the ability to use models like Pika to enhance shots when generating B-roll for a project, or use Sora or Runway AI. It's about being able to do it. Adobe also says that content authentication labels can be applied to these generated clips to identify which AI model was used to generate them.
However, the move to foster partnerships with third-party AI companies seems obvious, no matter how far away it is. The generational capabilities we see from OpenAI's Sora seem to blow away other products. It's much better than the early preview that Adobe provided for its upcoming Firefly video model.
On the other hand, Adobe's main advantage over its competitors is that it has built a unique Firefly model into its software ecosystem, which is already widely used by creative professionals. Integrating third-party AI models is easy for Adobe to maintain and for AI companies that want to make their tools more accessible to creative professionals who don't want to jump to another dedicated app. That seems like a thing.
