On April 16th, Adobe, the American software giant, announced that it will allow users to utilize third-party generative artificial intelligence tools, including OpenAI's Sora, within its suite of video editing software.
Adobe's Premiere Pro software is widely used in the television and film industry. The company stated that the project is currently in its early stages and plans to introduce AI-based features to the software later this year. These features may include automatically generated content to fill parts of scenes using AI, or allowing users to eliminate distractions in scenes without the need for manual editing.
These functionalities will rely on Adobe's in-house developed AI model, Firefly, which has already been deployed in its Photoshop software for static image editing. Facing competition from OpenAI, Midjourney, and other startups, Adobe is training its Firefly system and highlighting its uniqueness by providing disclaimers to users.
Adobe also announced that it is developing a method to allow users to generate and use videos within Premiere Pro using third-party tools from startups such as OpenAI, Runway, and Pika Labs. This move may help alleviate investors' concerns about AI image and video tools potentially threatening the company's core business. Adobe's stock price has dropped by about 20% so far this year.
Although OpenAI's Sora model has demonstrated the ability to generate realistic videos based on text prompts, the technology has not been publicly disclosed, and no timeline for its release has been announced. Adobe demonstrated the use of Sora to generate videos in Premiere Pro on Monday, describing it as "experimental," and did not provide a specific availability timeline.
Deepa Subramaniam, Adobe's Vice President of Marketing for Creative Cloud applications, stated that the company has not yet decided how to share revenue generated from using third-party AI tools on its software platform with external developers.
However, Subramaniam noted that when Adobe users utilize "commercially viable" AI models that are not Adobe's, they will receive warnings, and all videos made with Premiere Pro will clearly indicate which AI technology was used.
She added, "Our commitment to industry-leading AI ethics practices and bias elimination efforts will remain steadfast. We are excited to explore this new frontier and provide users with more choices through third-party models."
