Adobe has announced its plans to incorporate third-party generative AI technologies, including OpenAI’s Sora, into its Premiere Pro video editing software. This integration aims to enhance the app’s functionality by allowing the automatic addition and modification of video content, such as filling in scenes or removing unwanted elements, leveraging AI capabilities.

This initiative is part of Adobe’s broader strategy to innovate within the competitive landscape of AI in media production. The company’s AI model, Firefly, already utilized in Photoshop, will play a pivotal role in these new features. Adobe is also exploring collaborations with other tech companies like Runway and Pika Labs to broaden its AI offerings within Premiere Pro.

Despite these developments, Adobe has not provided specific details regarding the public availability of these AI features nor the financial arrangements with third-party developers.

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