Game-changing AI comes to Adobe Premiere Pro

Adobe Max sees launch of beta video editing tools

News By Steve Clark published 14 October 2024

True generative AI video editing has arrived on Premiere Pro. At this year’s Adobe Max, the company has revealed the new genAI video tools are now available in beta, including the first generative video model designed to be safe for commercial use.

As we reported last month, the latest update adds a whole suite of genAI tools. Generative Extend is the headline feature, letting users increase the length of video and audio clips.

But there’s much more on offer as Adobe pushes its Firefly AI deeper into the video editing software.

What's new from Adobe Firefly Video?

With the release of the first set of Firefly-powered video editing workflows, Adobe has confirmed several core focuses.

First, dissatisfied with the quality of previous results, Adobe has R&D’d the latest version to the Nth degree. As well as improved video quality, the model has, the company said, been trained on Adobe Stock and public domain data - and not user data or media found online. Adobe trusts the safeguarded training, alongside the indemnification available to enterprise customers, makes this the first generative video model designed to be commercially safe, and more attractive to professionals looking to use AI without fear of copyright infringement.

That doesn’t mean Adobe’s forgotten the core of the experience. In a virtual press conference attended by TechRadar Pro, Alexandru Costin, Vice President, Generative AI and Sensei at Adobe, explained that users “told us editing is more important than pure generation. If you look at the success of Firefly Image, the most use we get inside Photoshop is with Generative Fill because we’re serving an actual customer workflow. So, with video, we’ve decided to focus more on generative editing.”

So, what does that look like in practice?

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