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Adobe mulls AI integration in Premiere Pro with OpenAI partnership

Adobe is considering incorporating third-party generative artificial intelligence (AI) tools, such as OpenAI’s Sora, into its popular video editing software, Premiere Pro, the company announced on Monday. The move comes as Adobe seeks to enhance its software with AI-based features, aiming to streamline video editing processes for users in the television and film industries.

Premiere Pro is widely recognized and utilized in the entertainment sector, making Adobe’s exploration of AI integration significant for professionals in these fields. With plans to introduce AI-based capabilities to the software, Adobe aims to empower users with features like automatically filling in parts of a scene with AI-generated objects and removing distractions without manual intervention from video editors.

The development of these features relies on Firefly, an AI model previously deployed in Adobe’s Photoshop software for editing still images. Adobe distinguishes itself from competitors like OpenAI, Midjourney, and others by training its Firefly system with proprietary data and offering users indemnity against copyright claims.

However, Adobe also recognizes the potential of collaborating with third-party AI tools to enhance Premiere Pro’s capabilities. Partnerships with OpenAI, as well as startups like Runway and Pika Labs, are being explored to enable users to generate and utilize video content within the software. This strategic move could address concerns raised by Wall Street regarding the perceived risks AI tools pose to Adobe’s core businesses.

OpenAI has demonstrated the capabilities of its Sora model in generating realistic videos based on text prompts. While the technology has not been made public yet, Adobe showcased a demonstration of Sora being utilized in Premiere Pro. However, Adobe refrained from providing a specific timeline for the availability of this feature, categorizing it as an experimental endeavor.

Deepa Subramaniam, Adobe’s vice president of product marketing for creative professional apps, emphasized Adobe’s commitment to ethical AI practices and addressing human biases in AI technology. She highlighted that users will be notified when utilizing third-party AI models within Premiere Pro, ensuring transparency and accountability in the editing process. Additionally, all videos produced with Premiere Pro will clearly indicate the AI technology used in their creation.

Subramaniam emphasized that Adobe is still exploring the revenue-sharing model for third-party AI tools used on its platform. Despite this, the company remains dedicated to providing users with choices beyond its proprietary AI models, fostering innovation and flexibility in the editing process.

In summary, Adobe’s initiative to explore AI integration in Premiere Pro reflects its commitment to enhancing user experience and staying competitive in the rapidly evolving digital landscape. By leveraging partnerships with leading AI providers, Adobe aims to empower video editors with advanced capabilities while maintaining ethical standards and transparency in AI utilization.

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