Reimagining our video and audio tools with Adobe Firefly
Ashley Still April 24, 2023
0 Comments
Ahead of the NAB 2023 annual conference, Adobe announced new innovations, including Text-Based Editing and Automated Color Tone-Mapping in Adobe Premiere Pro and celebrated 30 years of Adobe After Effects. We've also expanded Frame.io to enable photography and PDF document reviews, giving decentralized marketing teams a unified and intuitive cloud hub for collaborating on assets.
For more than three decades, Adobe's family of video and audio apps have been the tools-of-choice for the worlds' most talented creative pros. This year alone our applications helped bring to life 10 Oscar-nominated films, including the winner for Best Picture and Best Editing, Everything Everywhere All At Once. The creators behind Adobe Substance 3D Designer earned a Scientific Technical Award from the Academy of Motion Picture Arts and Sciences (Adobe's third Oscar), and nearly two thirds of movies shown at the 2023 Sundance Film Festival were edited in Premiere Pro.
Bringing Generative AI to Creative Cloud with Adobe Firefly Over more than 10 years, Adobe has delivered hundreds of AI-driven features through Adobe Sensei, Adobe's AI and machine learning framework. Features like Auto Reframe and Remix in Premiere Pro and Content Aware Fill for Video in After Effects are already helping video and audio professionals around the world create stunning content at high velocity.
We are entering a new era where generative AI will enable a natural conversation between creator and computer - where typing in your own words and simple gestures will combine with the best of professional creative application workflows to enable new creative expression.
Last month we announced Adobe Firefly, the next major evolution of AI-driven creativity and productivity. Firefly is our family of creative generative AI models, starting with image generation and text effects. Our first model, trained on Adobe Stock images, openly licensed content, and public domain content where copyright has expired, is designed to generate content safe for commercial use. Firefly is now available in beta (try it out!) and we shared concepts for how Firefly could be integrated into Adobe Photoshop, Adobe Illustrator, Premiere Pro and other Adobe applications in the near future.
At NAB, we are expanding the vision for Firefly to imagine ways we can bring generative AI into Adobe's video, audio, animation and motion graphics design apps.
Imagining Adobe Firefly for video We are truly in the golden age of video - short-form video is ubiquitous in news, social media, and entertainment. And, insatiable demand, multiplying channels, and globally distributed teams make it extra challenging to scale the production of high-quality creative work efficiently.
April 25, 2023Exciting Adobe Premiere Updates at NAB 2023 andText-Based EditingCreative COW speaks with Francis Crossman, Senior Project Manager for Adobe Premiere
April 24, 2023Converting a Blender model for use in After EffectsIm learning Blender, the open-source 3D modelling and animation tool. Im very
This is why we're excited to invent and innovate with the video and audio community to make it easier and faster for you to transform your vision into reality. With Firefly as a creative co-pilot, you can supercharge your discovery and ideation processes and cut post-production time from days to minutes. And with generative AI integrated directly into your workflows, these powerful new capabilities will be right at your fingertips. Imagine the power to instantly change the time of day of a video, automatically annotate and find relevant b-roll, or create limitless variations of clips - all as a starting point of your creativity.
To start, we're 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 e ects: 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.
Starting later this year, we'll begin introducing new generative AI features for video, audio, animation and motion graphics design. In the meantime, we'd love to hear from you and learn more about what you are looking to see with Adobe Firefly and generative AI across our applications. You can sign up for the beta of Firefly and join the conversation on Discord. And on Thursday, April, 20, you can also join us on a community live session on YouTube.
Enjoying the news? Sign up for the Creative COW Newsletter! Sign up for the Creative COW newsletter and get weekly updates on industry news, forum highlights, jobs, inspirational tutorials, tips, burning questions, and more! Receive bulletins from the largest, longest-running community dedicated to supporting professionals working in film, video, and audio.
Enter your emai
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
Reimagining our video and audio tools with Adobe Firefly 
