Adobe Explores OpenAI Partnership as It Adds Firefly AI to Premiere Pro Video Tools


Adobe is in the early stages of allowing third-party generative artificial intelligence tools like OpenAI's Sora and others inside its widely used video editing software, the US software maker said on Monday.

Adobe's Premiere Pro app is widely used in the television and film industries. The San Jose, Calif., company plans to add AI-based features to the software this year, such as the ability to fill parts of a scene with AI-generated objects or remove distractions from a scene without any hard manual work. To remove video editor.

Both of those features will rely on Firefly, an AI model that Adobe already deploys in its Photoshop software for editing still images. Amid competition from OpenAI, MidJourney and other startups, Adobe has tried to differentiate itself by training its Firefly system on data and offering indemnification to users against copyright claims.

But Adobe also said Monday that it is developing a way for its users to tap OpenAI, as well as third-party tools from startups Runway and Pika Labs, to create and use video within Premiere Pro. The move could help Adobe, whose shares have fallen nearly 20% this year, address Wall Street concerns that AI tools for creating images and videos put its core businesses at risk. Let's put.

OpenAI has demonstrated its Sora model, which produces realistic videos based on text prompts, but has not made the technology public or given a timeline for when it will be available. Adobe, which released a demonstration of using Sora to create video in Premiere Pro, described the demonstration as an “experiment” and did not give a timeline for when it would be available.

Deepa Subramaniam, Adobe's vice president of product marketing for creative professional apps, said Adobe has not yet decided how to split the revenue generated from third-party AI tools used on its software platform between Adobe and outside developers. Will be divided.

But Subramaniam said Adobe users will be alerted when they are not using Adobe's “commercially safe” AI models and that all videos produced by Premiere Pro will clearly indicate which AI technology was used to create them. Was used.

“Our industry-leading AI ethics approach and the human biases in everything we do are not going away,” Subramaniam told Reuters. “We're really excited to explore a world where you can have even more options beyond third-party models.”

© Thomson Reuters 2024

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