Adobe Announces New AI Video Innovations at Adobe MAX 2024

Along with over 100 new features to its Creative Cloud applications including Photoshop.

Another year, another Adobe MAX, and another 100 plus new features released across Adobe‘s Creative Cloud apps. Adobe also announced a brand new generative video model, Adobe Firefly Video, launching today in a public beta, one it is claiming to be the world’s first AI video model “designed to be safe for commercial use.”

Adobe’s generative AI model, Firefly, was just launched last year, but it has so far been used to generate over “13 billion images” according to figures released by the brand today. Six billion of those have come in the past six months alone, and today Adobe announced the evolution of its Firefly generative model with the introduction of Firefly Video. Like its stills-based relative, Firefly Video has been designed to be as user friendly and easy to use as possible. Users will be able to prompt the model with both text and with imagery, telling it what you’d like to create or offering reference content so that it has a creative idea of what you’re trying to generate.

Adobe has also integrated its new Firefly Video generative AI model into Premiere Pro, its flagship video editing software, opening up a world of possibilities for professionals and content creators who use the application. One of the use cases demonstrated at the MAX event today included generative scene filling, wherein a video clip was shown to be missing a few frames and Firefly Video was used to re-create these and fill in the gaps. The end result was indistinguishable from the rest of the video – at least, from what we could see sitting in the audience – and given how early it is in the adoption of video AI models it was pretty impressive to see.

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One of the most exciting announcements made by Adobe today was Neo, a web-based 3D art application that works in the cloud in realtime. Neo has been being tested in beta for the past few months and Adobe has made the beta public today, allowing artists who may not have the technical skill set for 3D art to dabble in the medium. Like most of Adobe’s new features, the application is designed to be really user intuitive and simple to use, which it says will allow people to focus on their ideas by cutting out the time spent on “tedious” technical tasks.

Along with all the video-based innovations unveiled today, Adobe announced several new features for Photoshop. Amongst these is an upgrade to the Remove Tool – the handy little AI brush that allows users to highlight and get rid of unwanted objects in a picture – that Adobe calls Distraction Removal. In short, this evolves the Remove Tool’s abilities and it can now process more complex objects within a scene for removal, such as wires and cables, with ease and automatically. On the flipside, Adobe’s generative Fill and Expand features have now been given a general release and will be found in all versions of Photoshop (not just the beta version).

Soon after Adobe CEO Shantanu Narayen took to the stage at the opening of Adobe MAX 2024 in Miami Beach today, he made a bold (if familiar) statement: “Creativity has changed forever… again!” Indeed, such is the pace of change within AI and how quickly Adobe is taking these advancements and applying them to its products that the future, which “changed forever” at last year’s Adobe MAX, has changed once again.