Adobe says it is set to revolutionise the video creation and production workflow with its new generative Artificial Intelligence (AI) innovations. The company is previewing these advancements within Adobe Premiere Pro, with the aim of streamlining video editing and enhancing production workflows.

The new AI tools, expected to be integrated into Premiere Pro later this year, will offer capabilities such as adding or removing objects in a scene or extending an existing clip. These new editing workflows will be powered by a new video model that will join the family of Firefly models, including Image, Vector, Design and Text Effects.

According to a statement from the company it is also working on incorporating third-party generative AI models directly into its applications like Premiere Pro. Early explorations have shown potential for the integration of models from OpenAI, Pika Labs and Runway.

AI-powered audio workflows in Premiere Pro are now generally available, offering a faster, easier and more intuitive approach to audio editing.

Ashley Still, Senior Vice President, Creative Product Group at Adobe, emphasised the company's focus on addressing real challenges faced by video editors and providing them with more space to concentrate on their craft. "Adobe is reimagining every step of video creation and production workflow to give creators new power and flexibility to realise their vision," said Still. "By bringing generative AI innovations deep into core Premiere Pro workflows, we are solving real pain points that video editors experience every day, while giving them more space to focus on their craft."

It showcased a technology preview of the generative AI workflows coming to Premiere Pro later this year, powered by a new video model for Firefly. The company aims to provide industry-standard tools and seamless workflows that allow users to utilise any materials from any sources across any platform to create at the speed of their imaginations.

The creative, document management, and marketing tech giant has developed its own AI models with what it describes as a commitment to responsible innovation and plans to apply what it has learned to ensure that the integration of third-party models within its applications is consistent with the company's safety standards.

The company pledged to attach Content Credentials to assets produced within its applications, enabling users to see how content was made and what AI models were used to generate the content created on Adobe platforms.

New audio workflows in Premiere Pro will be generally available to customers in May, providing editors with everything they need to precisely control and improve the quality of their sound.