Adobe Premiere Pro to get Firefly genAI video features – Computerworld

“Generative AI models are increasingly becoming multi-modal — incorporating modalities such as images, speech and video — in both input and output,” said Arun Chandrasekaran, Gartner distinguished vice president analyst. Although existing text-to-video capabilities are “quite nascent today,” the potential is “immense.”

With other AI video creation models also drawing attention, most notably Sora, Adobe appears eager to build out its own capabilities. According to a recent Bloomberg report, Adobe is paying photographers and artists around $3 per minute of content for video content that can be used to train its AI models. 

While Adobe will face competition from the likes of OpenAI and others, it will also benefit from its status as incumbent in the market, said Forrester senior analyst Nikhil Lai. 


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