Adobe is working on a generative ai video model for its Firefly family that will bring new tools to its Premiere Pro video editing platform. These new Firefly tools, along with some proposed third-party integrations with Runway, Pika Labs, and Sora models from OpenAI, will allow Premiere Pro users to generate videos and add or remove objects using text prompts (just like Photoshop's generative fill feature) and extend the Duration of video clips.
Unlike many of Adobe's previous Firefly-related announcements, no release date (beta or not) has been set for the company's new video generation tools, only that they will roll out “this year.” And while the creative software giant showed off what its own video model is currently capable of in an early video demo, its plans to integrate Premiere Pro with ai models from other vendors are not a certainty.
Instead, Adobe calls the third-party ai integrations in its video preview an “early exploration” of what they will look like “in the future.” The idea is to give Premiere Pro users more options, according to Adobe, allowing them to use models like Pika to zoom in on shots or Sora or Runway ai when generating B-roll for their projects. Adobe also says that its Content Credentials tags can be applied to these generated clips to identify which ai models have been used to generate them.
However, the move to encourage partnerships with third-party ai companies seems obvious, regardless of how far away it may be. The generational capabilities we've seen in OpenAI's Sora appear to surpass other offerings, much better than the preview Adobe gave of its upcoming Firefly video model.
Meanwhile, Adobe's main advantage over its competitors is the integration of its own Firefly models into its software ecosystem, which are already widely used by creative professionals. Integrating third-party ai models seems like a no-brainer, both for Adobe's retention and for ai companies that want to make their tools more accessible to creative professionals who might not otherwise move to a separate dedicated app.
