premiere

Offered as an answer of sorts to OpenAI’s Sora, Google’s Imagen 2 and models from the growing number of startups in the nascent generative AI video space, Adobe’s model — a part of the company’s expanding Firefly family of generative AI products — will make its way into Premiere Pro, Adobe’s flagship video editing suite, sometime later this year, Adobe says. Like many generative AI video tools today, Adobe’s model creates footage from scratch (either a prompt or reference images) — and it powers three new features in Premiere Pro: object addition, object removal and generative extend. The lack of release time frame on the video model doesn’t instill a lot of confidence that it’ll avoid the same fate. And that, I’d say, captures the overall tone of Adobe’s generative video presser. Adobe’s clearly trying to signal with these announcements that it’s thinking about generative video, if only in the preliminary sense.