Adobe considers OpenAI partnership, adds AI video tools

Adobe announced plans to incorporate generative artificial intelligence tools, including OpenAI's Sora, within its Premiere Pro software. This initiative aims to augment video editing by allowing AI to generate objects or remove distractions in scenes, leveraging its own AI model, Firefly, previously utilized in Photoshop.

Amidst rising competition and a 20% drop in shares this year, Adobe is exploring partnerships with third-party developers like Runway and Pika Labs to bolster its video editing capabilities. The company showcased an experiment using Sora for video generation but has not disclosed a release date.

Adobe emphasizes its commitment to ethical AI use and plans to ensure transparency about the AI technology employed in video creations.

Source: ET