Adobe has announced plans to integrate third-party generative AI tools, including OpenAI’s Sora, into its popular video editing software Premiere Pro.

Adobe is exploring partnerships with leading AI providers like OpenAI’s Sora, RunwayML, and Pika. This open approach aims to give users the flexibility to choose AI models that best suit their workflow needs, the company said in its blog. 

Deepa Subramaniam, Adobe’s vice president of product marketing for creative professional apps, said that Adobe hasn’t finalised the revenue-sharing arrangement for third-party AI tools on its platform.

The US-based software company also announced that it is developing a new Firefly Video Model that will join the already released Firefly Image, Vector, Design, and Text Effects Models. 

Adobe is providing a compensation of $120 to its community of photographers and artists for submitting videos depicting ordinary activities like walking or various emotions such as joy and anger to train its model, according to recent reports. 

​​Adobe is seeking over 100 short clips of people in actions, emotions, and simple anatomy shots, excluding copyrighted or offensive content. The payment averages $2.62 to $7.25 per minute of submitted video.

The company has also introduced new generative AI tools to Premiere Pro, one of which is Generative Extend. This tool can be used to make shots a little longer by generating entirely new frames at the beginning or end of a clip.

New AI tools in Premiere Pro, like Object Addition/Removal, simplify object editing in shots by replacing moving objects, removing unwanted items, or adding set dressings. Generative B-Roll feature creates custom video clips with simple text prompts, reducing time spent on finding suitable footage.

Adobe is also introducing ‘Content Credentials,’ which will label the videos created by generative AI and specify the models used in the media that users are viewing. Content Credentials will be supported inside Premiere Pro, to help create a chain of trust from creation to editing to publication.