Adobe is at the initial stages of integrating third-party generative artificial intelligence tools, including OpenAI's Sora, into its widely-used video editing software, the company announced on Monday.
Premiere Pro, Adobe's video editing application popular in the television and film industries, is set to receive AI-based features this year. These features aim to automatically fill scenes with AI-generated objects and remove distractions without manual intervention from video editors. These capabilities will be powered by Firefly, an AI model already in use in Adobe's Photoshop for image editing.
Amid competition from OpenAI, Midjourney, and other startups, Adobe differentiates itself by training its Firefly system with data it fully owns and providing users with protection against copyright claims.
In addition to its own AI capabilities, Adobe is working to enable users to utilize third-party tools like OpenAI's Sora, Runway, and Pika Labs within Premiere Pro. This initiative may help address concerns from Wall Street, given Adobe's 20% stock decline this year, about the potential risks AI tools pose to its core businesses.
OpenAI's Sora model has shown the ability to generate realistic videos from text prompts, although it hasn't been publicly released with a timeline yet. Adobe showcased a demonstration of Sora's video generation in Premiere Pro, labeling it as an "experiment" without specifying a release date.
Deepa Subramaniam, Adobe's vice president of product marketing for creative professional apps, mentioned that revenue sharing details between Adobe and third-party developers have not been finalized. She assured users that they will be notified when using third-party AI tools not vetted by Adobe, and the AI technology behind each video will be clearly indicated.
Subramaniam stated to Reuters, "Our industry-leading AI ethics approach and the human bias work that we do, none of that's going away. What we're really excited to do is explore a world where you can have more choice beyond that through third-party models."
