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Adobe Firefly expands: Adobe details 2023 plans for more generative AI in video, audio, & more

2 minute read

Adobe details the 2023 roadmap for its generative AI and how it will have a positive impact in Premiere Pro, Photoshop, Illustrator and pretty much everywhere else.

We talked extensively about Adobe Firefly when it first broke cover last month. The first publicly available model — well, technically the beta of it — was covering the by now familiar territory for generative AI image generation and text effects, though with the added bonus of being free from potential copyright violation lawsuits. The issues of copyright and AI look to be long, legal and rather messy, and Adobe has intelligently body-swerved them by training Firefly to date on Adobe Stock images, openly licensed content, and public domain content where copyright has expired rather than the open internet.

It was a good move and immediately set Firefly apart even before you got into the whole concept of integration within the likes of Premiere Pro, Photoshop et al. 

At NAB, however, the company has looked in a bit more detail at how it sees generative AI working in its video, audio, animation and motion graphics design apps, with Firefly being firmly positioned as a creative co-pilot that will “supercharge your discovery and ideation processes and cut post-production time from days to minutes.” 

Here’s the sizzle reel


So, what’s to come? Adobe says it is exploring a range of concepts, including:

Text to color enhancements: Change color schemes, time of day, or even the seasons in already-recorded videos, instantly altering the mood and setting to evoke a specific tone and feel. With a simple prompt like “Make this scene feel warm and inviting,” the time between imagination and final product can all but disappear.

Advanced music and sound effects: Creators can easily generate royalty-free custom sounds and music to reflect a certain feeling or scene for both temporary and final tracks.

Stunning fonts, text effects, graphics, and logos: With a few simple words and in a matter of minutes, creators can generate subtitles, logos and title cards and custom contextual animations.

Powerful script and B-roll capabilities: Creators can dramatically accelerate pre-production, production and post-production workflows using AI analysis of script to text to automatically create storyboards and previsualizations, as well as recommending b-roll clips for rough or final cuts.

Creative assistants and co-pilots: With personalized generative AI-powered “how-tos,” users can master new skills and accelerate processes from initial vision to creation and editing.

It’s all interesting stuff and, knowing the way things are going with AI, probably not as blue sky as you would tend to think. Indeed, Adobe reckons all this is going to start to be introduced later this year. Watch this space…

adobe firely Visual Effects


Tags: Post & VFX AI