Adobe Mulls Adding Third-Party AI Tools to Video Tools

Earlier this week, Adobe announced that it was considering adding third-party artificial intelligence (AI) tools to its video offerings. The software manufacturer’s Premiere Pro app is commonly used in the film and television industries.

Adobe plans to add various artificial intelligence-based features to the Premiere application, including the ability to eliminate distractions from a scene without a video editor needing to do any taxing work or fill in scene parts with objects generated by artificial intelligence. Both features will depend on Firefly, an artificial intelligence model that the software maker has already deployed in its Photoshop offering.

Other features on its Photoshop offering include Generative Fill, which enables users to extend an image that was too closely cropped. This feature also allows users to use text descriptions to add features.

Ely Greenfield, Adobe’s chief technology officer for digital media, explained that Firefly’s intention was to make it easier for graphic artists to generate new images out of various ideas.

Despite competition from startups like Midjourney and OpenAI, the software maker has set itself apart by training its Firefly model. In its statement, Adobe also revealed that it was developing a way that would allow its users to use third-party tools from Pika Labs, Runway and OpenAI to generate and use videos in Premiere Pro. This move may allow the software maker, whose shares have dipped by roughly 20% recently, to address concerns that artificial intelligence tools for video and image generation are exposing core businesses to risk.

OpenAI has, in the recent past, shown how its Sora model uses text prompts to generate realistic videos. However, it is yet to make the technology public or give a timeline for when it shall be made available to the public. Adobe has also released a demo of Sora being utilized in Premiere Pro to generate videos. It described the demo as an experiment but gave no timeline for when the feature would be made available.

Deepa Subramaniam, SVP of product marketing for creative professional applications at Adobe, stated that the company hadn’t yet settled on how revenue realized by third-party artificial intelligence tools used on its platforms would be divided between outside developers and Adobe. Subramaniam explained that Adobe users would receive notifications when they weren’t using their commercially safe artificial intelligence models. She then noted that all videos produced by Premiere Pro would clearly show which technology was used to create them.

Subramaniam then added that they were still focused on ensuring their industry-leading ethics approach on artificial intelligence was observed.

Many companies such as Salesforce Inc. (NYSE: CRM) are developing cutting-edge AI solutions geared at helping their customers have access to these tools that can revolutionize the way business is conducted. A time may come when most business undertakings have tasks routinely executed by artificial intelligence.

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