Adobe’s working on generative video, too
Adobe is developing an AI model for generating videos, integrating it into Premiere Pro with new features and IP safeguards.
Adobe is entering the competitive field of generative AI video creation with its own AI model, planning to incorporate this technology into Premiere Pro, its leading video editing software. This move is partly in response to advancements made by companies like OpenAI and Google, as well as the influx of startups in the generative AI video sector. The new features Adobe is introducing include the ability to add or remove objects from video clips and to extend clips with additional frames, all powered by AI. These capabilities are aimed at enhancing the creative process and providing users with tools that streamline editing tasks while also opening new avenues for creativity.
To address concerns regarding the creation of deepfakes and the ethical use of AI in media, Adobe is implementing Content Credentials in Premiere. This feature, which provides metadata to identify AI-generated media, extends Adobe’s commitment under the Content Authenticity Initiative to ensure transparency and authenticity in content creation. Moreover, Adobe's approach to training its AI model diverges from other companies by compensating photographers and artists for their contributions, reflecting a conscientious stance on intellectual property rights and fair compensation.
Despite these announcements, Adobe has yet to showcase the capabilities of its AI model through live demos, instead opting for prerecorded presentations. Questions remain about the effectiveness and the final cost of using these new AI-powered video features. Adobe's strategy also includes potential collaborations with third-party vendors, including OpenAI, to integrate additional video generation models into Premiere. This diversification strategy could enrich Adobe's offering but also indicates that the company is still in the early stages of developing and refining its generative video technology.