Adobe announced on Monday its initial steps towards integrating third-party generative artificial intelligence tools from OpenAI and other providers into its popular video editing software.
The company’s Premiere Pro application is widely embraced in the television and film sectors. Based in San Jose, California, Adobe intends to enhance the software this year with AI-driven capabilities. These enhancements include features like scene object generation and distraction removal, leveraging Firefly, an AI model already utilized in Adobe’s Photoshop for image editing. Amidst competition from OpenAI, Midjourney, and other startups, Adobe distinguishes itself by training its Firefly system with proprietary data and offering users indemnity against copyright claims.
However, Adobe also revealed plans to enable users to access third-party tools from OpenAI, as well as startups Runway and Pika Labs, to generate and utilize video content within Premiere Pro. This strategic move could address concerns from Wall Street regarding the potential risk AI tools pose to Adobe’s core business, reflected in a 20% decline in its shares this year.
Deepa Subramaniam, Adobe’s VP of product marketing for creative professional apps, clarified that revenue sharing between Adobe and external developers for third-party AI tools within its platform is yet to be finalized. Nonetheless, Adobe users will receive notifications when non-Adobe “commercially safe” AI models are in use. Furthermore, all videos produced in Premiere Pro will prominently indicate the AI technology employed in their creation.
Subramaniam emphasized Adobe’s commitment to industry-leading AI ethics and bias mitigation efforts, asserting that these initiatives will continue alongside the exploration of third-party AI models for expanded user choice.
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