Last night at the MAX 2024 conference in Miami, Florida, Adobe unveiled new AI-powered features for its video editing platform, Premiere Pro. These updates aim to enhance content creation and simplify workflows, positioning Adobe to compete with AI advancements from tech giants like OpenAI and Meta.
One of the standout features, Generative Extend, allows creators to extend the length of a video clip by simply dragging it. This capability is available for videos up to 1080p resolution, shot at up to 30fps in a 16:9 aspect ratio.
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What’s impressive is that you can extend not just the video clip but also the background sound effects. However, Generative Extend does not create or extend spoken dialogue, so those parts will remain silent. Additionally, music can’t be extended due to copyright restrictions.
“The usage of Firefly within our creative applications has seen massive adoption, and it’s been inspiring to see how the creative community has used it to push the boundaries of what’s possible,” said Ely Greenfield, chief technology officer, digital media at Adobe while making the announcement. “We are thrilled to bring creative professionals even more tools for ideation and creation, all designed to be commercially safe.”
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In addition to Generative Extend, Adobe introduced text-to-video and image-to-video features for Premiere Pro, allowing users to generate video content from text prompts or images. These capabilities give creators access to various camera angles and more. For now, these features are available in beta, with final pricing and availability details expected soon.
At the conference, Adobe also introduced over 100 new features across its Creative Cloud suite, including new Generative AI capabilities for its Firefly model. These updates aim to give creators more flexibility and have been rolled out across popular platforms like Photoshop, Illustrator, Premiere Pro, InDesign, Lightroom, Adobe Express, and Frame.io.
Adobe reported that Firefly has generated over 13 billion images, showcasing the growing reliance on AI tools for content creation.
“We’re giving the creative community a powerful new brush to paint the world by putting unprecedented power, precision and creative control in their hands.” said David Wadhwani, president. digital media at Adobe. “With the demand for content proiected to grow exponentially, we’re empowering creators to scale the use of their content across marketing, HR and sales teams.”