Just-In: Adobe Taps Into OpenAI Partnership, Integrates AI Video Tools

Adobe, a multinational content software company, recently revealed that it is in the initial phases of greenlighting the use of third-party generative AI (artificial intelligence) tools from OpenAI and other companies inside its globally used video editing software, Premiere Pro. This announcement, unveiled on Monday, April 15, echoed a sense of frenzy across the AI space, underscoring the software firm’s efforts to pace up with the dynamic tech, AI.

Following Wall Street’s raising of concerns regarding ‘how AI poses an existential risk to Adobe’s content editing software,’ this move by the company aimed at steering clear of the hurdles AI presents itself with. Here’s how Adobe plans to integrate third-party generative AI tools into its video editing software.

Adobe Relies On Firefly

According to a recent report, Adobe, the California-based software company, aims to amalgamate AI-driven functionalities into its software Premiere Pro, relying solely on the platform’s native AI, Firefly. These AI functionalities incorporate Premiere Pro with the ability to automatically populate scenes with AI-generated objects or eliminate distractions from scenes without requiring extensive manual intervention from video editors.

Notably, Firefly is already available on Adobe’s Photoshop software, aiding users in editing still images. Now, with the abovementioned amalgamation coming into play, Adobe appears to be gearing up for a revolutionary upgrade.

Amidst the heightened competition from OpenAI, Midjourney, and numerous others, Adobe is looking to distinguish itself by training its AI system with proprietary data while also offering users indemnity against copyright claims. This landmark move by Adobe could also substantially bolster the company’s market value.

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Adobe Vice President Shares Additional Insights

Deepa Subramaniam, Adobe’s vice president of product marketing for creative professional apps, stated that the firm has yet to decide how revenue generated by third-party AI tools on its software platform will be split up between Adobe and outside developers. However, Subramaniam added that users will be notified when they are not using the platform’s “commercially safe” AI models. Further, all videos produced by Premiere Pro will indicate clearly which AI technology was used to create them.

Notably, Subramaniam told Reuters, “Our industry-leading AI ethics approach and the human bias work that we do, none of that’s going away.” This further underscored Adobe’s efforts to maintain its foothold across the AI and tech sector.

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