Adobe Introduces Generative AI Video Tools That Allow Users To Edit Videos Using Just Text

Astonishing is an understatement, when generative AI is bringing things to a whole different level.

In the past, video editing was a pain. It requires a combination of technical skills, creativity, industry knowledge, and persistence. It also requires a high-degree of knowledge in using certain tools, a high-spec computer with proper peripherals, additional plugins and software, and more.

On top of that, editing a footage is also a time-consuming process.

AI changes this.

Generative AI tools allow users to just query a request, and let the AI imagine it.

Adobe has what it calls 'Firefly,' which can be described as a family of generative AI models.

This time, the company raises its game by reaching another AI milestone.

During NAB 2024 (National Association of Broadcasters), Adobe announced that four additional generative AI features will be coming to Adobe Premiere Pro — Object Addition, Object Removal, Generative Extend, and Text to Video.

"Adobe is using the power of generative AI to deliver the most advanced and precise editing tools ever in Premiere Pro," said the over-the-top narration, before showcasing how the AI can generate objects that weren't there before, delete unwanted objects, extend scenes and create generated backdrops.

On top of that, Adobe also previews early explorations of bringing third-party generative AI models from OpenAI, Pika Labs and Runway, right into Premiere Pro.

This should make it easy for users to "draw on the strengths of different models within the powerful workflows they use every day."

In all, Adobe is building its own video-generating AI model, like OpenAI's Sora.

"Adobe is reimagining every step of video creation and production workflow to give creators new power and flexibility to realize their vision," said Ashley Still, Senior Vice President, Creative Product Group at Adobe.

"By bringing generative AI innovations deep into core Premiere Pro workflows, we are solving real pain points that video editors experience every day, while giving them more space to focus on their craft."

Powered by Adobe Firefly AI model, the company also emphasizes that it is committed to creating "ethically produced generative AI" services intended for all skill levels.

Adobe that jumped into the generative AI bandwagon, following the hype that was created by OpenAI when it introduced ChatGPT, has an advantage most others don't.

Whereas most other rivals develop generative AI tools on their own, to create a product as it is, Adobe built Firefly right into its software ecosystem, which are already extensively used by creative professionals.

There are a lot of concerns surrounding AI and art creation.

For starters, AI models have the ability to take away people's jobs, and some people are already seeing this.

Artists are also upset because they believe AI developers are using their unique artistic styles to train AIs without their consent, in order to mimic their past works.

And here, Adobe with its increasingly capable Firefly is making things more concerning.

But for Adobe, the AI hype is so huge, that the technology has become so lucrative. The company has to compete because after all, it's business.

Besides, Adobe believes that when used responsibly, generative AI can be used as a tool to enhance work rather than something that does all of the work without a human really doing anything.