Analyst(s): Keith Kirkpatrick
Publication Date: November 13, 2024
Adobe’s Firefly AI model introduced text-to-video capabilities in Premiere Pro, allowing users to generate video content from text prompts. While Adobe prioritizes safety and transparency, other providers such as OpenAI and Runway raise concerns about data privacy and copyright issues. While generative AI video tools offer significant advantages in terms of speed, efficiency, and scalability when compared with traditional video creation processes, challenges such as computational costs, ethical considerations, and the potential for misinformation need to be addressed. The market for generative AI video tools is poised for growth, but vendors must prioritize user safety, transparency, and seamless integration with existing workflows to drive widespread adoption.
Key Points:
- Generative video tools have been released in beta form by a number of vendors, from industry stalwarts with a long history of serving enterprise clients, such as Adobe, as well as upstarts such as OpenAI and Runway Research and social media companies such as Meta also entering the fray.
- These tools address the growing trend of leveraging the power of generative AI to create content across all types of media, not just text or still images.
- Generative video is currently limited to relatively short pieces of content (~60 seconds in length), but technology advances will push those limits out over the next several months and years.
Overview:
Adobe has introduced new generative AI video tools within its popular Premiere Pro software. These tools, powered by the Firefly AI model, enable users to create videos using text prompts, extend existing footage, and generate realistic visual effects. While Adobe’s tools are designed to be commercially safe, other AI video models such as OpenAI’s Sora and Runway’s Gen2 have raised concerns about their training data and potential copyright issues. Adobe’s Firefly model, however, is trained on licensed content and avoids using user-generated data. Additionally, Adobe offers a feature to embed content credentials in videos created with Firefly, providing transparency about AI usage and ownership.
The advent of generative AI technology will have a massive impact on how video content is created and modified. The benefits of using generative AI to create and edit content will accrue to creators and marketers alike, including improvements in speed and cost structures, scalability, and better communication of ideas and messaging. However, generative AI video creation and editing tools are far from perfect, and require significant controls and safeguards in order to be used safely in any sort of commercial role. Some challenges include the ability to create realistic-looking videos, the computational expense of training and running these models, and the potential for misinformation and bias.
Despite these challenges, there is strong demand for generative AI technology. As the technology advances, generative video could be used for new, specific use cases, such as employee training videos, explainer videos, or other non-creative/marketing use cases. However, vendors must address a number of technical challenges, integration issues, and education issues in order to drive utilization of the technology by enterprise customers. Implementing safe use guardrails, ensuring workflow integration, and addressing regulatory developments are critical for driving enterprise adoption and ensuring the responsible and effective use of generative video tools.
The full report is available via subscription to the Futurum Intelligence platform—click here for inquiry and access.
See the complete release discussing Adobe’s new AI tools for creators at this link.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
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Author Information
Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
