## Adobe Integrates AI into Premiere Pro, Ushering in a New Era of Video Editing
Software giant Adobe is making waves in the video editing industry with its plans to integrate third-party generative AI tools into its flagship software, Premiere Pro. This move marks a significant step towards harnessing the power of AI to revolutionize the editing process.
Premiere Pro, a cornerstone of the television and film industries, is poised for major upgrades this year with the incorporation of AI-powered features. These features promise to streamline the editing workflow by enabling tasks such as seamlessly filling in missing parts of a scene with AI-generated objects and removing distractions without manual intervention.
At the heart of this innovation lies Firefly, an AI model already deployed in Adobe's Photoshop software for editing still images. By leveraging Firefly and integrating third-party AI tools, Adobe aims to set itself apart in a competitive landscape dominated by the likes of OpenAI, Midjourney, and other startups.
Addressing concerns about copyright infringement, Adobe assures users by offering indemnity against potential claims, emphasizing its commitment to using data with full rights. The company is also actively developing mechanisms to allow users to access third-party tools, including offerings from OpenAI, Runway, and Pika Labs, within Premiere Pro.
This move comes amidst growing interest in AI-generated content, with OpenAI's Sora model showcasing its capability to create realistic videos based on text prompts. While Adobe presented a demonstration of Sora's integration with Premiere Pro, the company has yet to provide a timeline for its release, labelling the demonstration as an "experiment."
Deepa Subramaniam, Adobe's vice president of product marketing for creative professional apps, highlights the company's commitment to ethical AI practices and transparency. She assures users that Adobe's industry-leading approach to AI ethics and bias mitigation will remain unchanged, while also expressing excitement about the potential for integrating third-party AI models.
Regarding revenue sharing with outside developers, Subramaniam states that Adobe is still deliberating on the specifics. However, she assures users that they would be notified when non-Adobe AI models are utilized and that all videos produced by Premiere Pro would clearly indicate the AI technology employed.
"Our industry-leading AI ethics approach and the human bias work that we do, none of that's going away," Subramaniam told Reuters. "We're really excited to explore a world where you can have more choice beyond that through third-party models.