The AI-ification of tech is continuing strong, with Adobe adding a range of AI tools to its popular video-editing platform, Premiere Pro.
Adobe Premiere Pro will definitely be adding a generative AI video functionality to its software. Plus, it is also in early conversations with OpenAI about the possibility of adding Sora, OpenAI’s yet-to-be-released text-to-video model.
It’s another example of how AI tools are still rolling out across some of the most popular software in the world. Here’s how video AI may soon be impacting Adobe Premiere Pro, and, by extension, the entire entertainment industry.
AI Tools Coming to Adobe Premiere Pro
With the new tools for the Adobe Firefly suite, Premiere Pro users will be able to access the basics of creating generative AI video.
They’ll get the ability to generate video using prompts, and to further edit that video by adding or removing elements or by extending the length of the clip through prompts. Presumably, users will also be able to edit the final AI-generated video with all the standard Premiere Pro editing tools.
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As for the possibility of adding OpenAI’s much-hyped Sora into the mix? There’s no confirmation that it will actually happen, but Sora is one entry on a short list of potential third-party integrations that Adobe is in the process of pursuing.
Two other third-party integrations are also on the table, from startups Runway and Pika Labs, according to a report from Reuters.
No News on When the Tools Are Rolling Out
Adobe has not announced any release dates for any AI video tools, either for a beta version or a public release.
It did deliver an early demo video to showcase the tools, but since Sora, Runway, and Pika Labs aren’t confirmed yet, there’s no confirmation that the actual generative AI video will live up to all these early announcements.
However, as Reuters also noted, Adobe has suffered a 20% drop in shares so far this year, a fact that may well be currently motivating Adobe’s decisions. Part of the reason behind the stock dip are fears that generative video tools may soon eat Adobe’s lunch by supplanting it as the foremost video creation software. By adding AI tools itself, Adobe can address those fears.
Rise of the AI Video Generators?
While you’re waiting to see what AI tools arrive on Adobe Premiere Pro in the near future, you can check out the currently existing options.
Descript is one such tool that converts scripts directly into videos, available on Windows and Mac with a free trial that allows you to create a limited amount of video at 720p. The Wondershare Filmora tool lets users add finishing AI touches to their pre-existing video and has a free plan that includes a watermark on all footage.
Finally, you can try out Runway‘s generative AI video creation with a limited set of 720p video credits, so you can get a feel for the process that’s (potentially) coming to Adobe.
Will generative video tools be everything that you need to create decent footage from scratch? Adobe’s stock holders sure hope so.
