Adobe, the renowned software company, has announced its plans to incorporate third-party generative AI tools from OpenAI and others into its video editing software, Premiere Pro. This move comes as Adobe aims to keep up with the rapidly evolving AI technology and address concerns about AI's potential impact on its content editing software.

Adobe's Native AI, Firefly

Adobe's strategy for integrating AI into Premiere Pro relies on its own AI platform, Firefly. By incorporating Firefly, Premiere Pro will gain the ability to automatically generate objects for scenes or remove distractions without requiring extensive manual work from video editors. Firefly is already available on Adobe's Photoshop software, where it assists users in editing still images.

Standing Out in a Competitive Market

As competition in the AI space heats up, Adobe is looking to differentiate itself by training its AI system with proprietary data and offering users protection against copyright claims. This move could significantly boost the company's market value.

Revenue Sharing and Copyright Notices

Adobe's vice president of product marketing for creative professional apps, Deepa Subramaniam, has shared that the company has not yet determined how revenue from third-party AI tools on its platform will be divided between Adobe and outside developers. However, users will be notified when they are not using the platform's "commercially safe" AI models. Additionally, all videos produced using Premiere Pro will clearly indicate which AI technology was used in their creation.

Adobe's Commitment to Ethical AI

Subramaniam emphasized that Adobe's commitment to ethical AI practices and addressing human bias remains unchanged. This commitment underscores Adobe's efforts to maintain its position in the AI and tech sector.