Adobe Premiere Pro Adds AI Video Tools, Potentially OpenAI’s Sora

Adobe is working on a multimedia version of Firefly that will let users add and remove items and prolong shots, along with forthcoming third-party interfaces.

For its Firefly family of products, Adobe is developing a generative artificial intelligence media model to provide new features for the Premiere Pro video editor software. Along with a few planned third-party connections with Runway, Pika Labs, and OpenAI’s Sora models, these new Firefly tools will enable Premiere Professional users to create video, edit it with text requests, add or remove objects of desire, and make video clips longer—a function similar to Photoshop’s Generative Fill function.

Unlike Adobe’s earlier Firefly-related declarations, the business’s new video creation tools have just a stated “this year” release date rather than a beta or other release window. Although the massive creativity software company demonstrated in a recent video presentation the capabilities of its own artificial intelligence video model, it is not a given that Premiere Pro will always be able to integrate artificial intelligence models from other software companies.

Rather, Adobe refers to the third-party Intelligence interfaces in the video premiere as a “preliminary investigation” of what these could look like “down the road.” According to Adobe, the goal is to give Premiere Pro customers more options to employ models like Pika to lengthen frames or Sora or Runway AI to generate B-rolls for their productions. Additionally, Adobe claims these created clips can be identified by applying its Content Credentials labels, which show which artificial intelligence models were used to create them.

Still, regardless of where off it may seem, the decision to promote relationships with outside Intelligence businesses is a no-brainer. The generational capabilities of OpenAI’s Sora appear to outperform those of competing products, even beyond Adobe’s early sneak peek of their future Firefly video model.

Since creative professionals thoroughly utilize Adobe’s Firefly models, integrating these designs into its application infrastructure gives it a significant competitive advantage. It makes sense to include third-party artificial intelligence models to keep Adobe around and to help Intelligence businesses reach a wider audience of creative professionals who might not otherwise switch to a different application.