Adobe is also planning to start generating video by AI… with OpenAI

Adobe will integrate many features ofgenerative artificial intelligence (AI) has Premiere Pro, its video editing software. To do this, it is considering third-party integrations, in particular Sorathe video generation tool recently unveiled by OpenAI.

The creative tools giant also enhances its products with generative AI. Despite this, it sees its leadership, until now almost uncontested, threatened by the emergence of generative AI tools. The demonstration of Sora by OpenAI is the perfect example, the quality of the model having captivated many players in the industry. Investors fear that this type of platform will jeopardize Adobe’s business. As a result, its shares have fallen about 20% year to date. The company seems to have made a radical decision to redress the situation: turning to third-party applications.

Multiple AI models built into Premiere Pro

Thus, Adobe revealed that it is currently working on a way to allow its users to exploit third-party generative AI tools directly from Premiere Pro. OpenAI, but also prominent start-ups like Pika Labs or Runway, were cited by the company. The idea is to offer more choices to creators when using the tool.

This announcement is part of a broader presentation aimed at optimizing the use of Premiere Pro thanks to generative AI, allowing users to generate videos or add and remove objects through simple prompts. An initiative similar to the deployment of the Firefly template in Photoshop.

What about ethics?

Since launching into generative AI, Adobe has championed an ethical approach to technology, training its models via its own image library or with paid contributors. Deepa Subramaniam, Adobe’s vice president of product marketing, said users will be alerted when a template is not ” commercially safe “. Likewise, all videos produced via Premiere Pro will clearly signal what AI technology was used to create them.

Note that Premiere Pro is software very popular with the cinema industry, in which the use of generative AI is increasingly controversial. If OpenAI has already embarked on a seduction mission in Hollywood to promote Sora, screenwriters, editors, etc., opposed its use through a large strike movement last year.

For the moment, no release date, apart from the mention “ This year ”, has not been set for the launch of these new tools. The company has also not yet decided on how the remuneration will be shared with the suppliers of the models that will be integrated into its software.

Sources: Reuters, Adobe