By Pavethran Batmanathen

Adobe Inc. has introduced new artificial intelligence tools designed to create and edit videos, entering the competitive landscape alongside major tech companies and startups aiming to capitalize on the growing demand for AI-driven technology.

At Adobe’s annual product conference in Miami on Monday, the company revealed a range of new features. One standout addition, integrated into its video-editing software Premiere, allows users to extend video clips using generative AI. Other tools, available through online platforms, enable users to generate videos from text prompts and existing images.

While companies like OpenAI, Meta Platforms Inc., and Google (a subsidiary of Alphabet Inc.) have already showcased AI-powered video generators, Adobe stands out as the first large-scale software company to make such tools widely accessible to customers. Startups like Runway AI have also released similar products to the public.

Ely Greenfield, Adobe’s chief technology officer for digital media, noted that while competitors’ AI technology is impressive, many customers find it difficult to integrate into their workflows. “What we hear when we talk to our customers is it’s all really cool, but they can’t use it,” Greenfield explained. He emphasized that users want AI features embedded in the software they already rely on, adding that Adobe’s new video models are “designed for real workflows and integration into tools.”

Over the past year, Adobe has made a concerted effort to incorporate generative AI into its suite of creative software, including widely-used products like Photoshop and Illustrator. The company has introduced tools that allow users to generate images and illustrations from text descriptions, with billions of creations already made using these tools.

The company’s new video AI models have been primarily trained on content from its expansive stock media library, used by marketers and creative agencies. In addition, Adobe has drawn from public domain and licensed material, according to Greenfield. The company has also offered to source video footage from its network of creative professionals, with an estimated cost of around $3 per minute.

Earlier this year, OpenAI’s demonstration of its video-generation model, Sora, raised concerns among investors that Adobe might be disrupted by the advancing technology. These fears contributed to a 17% decline in Adobe’s share price this year through Friday’s close.

As of now, Adobe isn’t charging extra for its AI features beyond the regular subscription fees. Users are allocated a set number of AI generation credits, but these limits aren’t being strictly enforced for most subscription plans. In the future, Adobe may introduce higher fees for its video-focused AI tools compared to its existing photo AI features, according to company executives.

In addition to the video tools, Adobe unveiled improvements to other software at the conference, including enhanced functionality for viewing 3D content in Photoshop. The company is also working on developing AI models that will be able to generate 3D graphics.

Source: https://www.thestar.com.my/tech/tech-news/2024/10/15/adobe-launches-ai-video-generator-in-race-with-openai-meta, Picture Credits: Nairamatrics