Adobe has revealed that it is enhancing video creators’ capabilities through new AI advancements and investments in professional development. Ahead of the Sundance Film Festival, where 85% of all films utilised Adobe products, the company introduced innovations to streamline post-production.
These upgrades include AI-enhanced masking in Premiere and new features in After Effects, such as updated typography, materials, and 3D options, that expand motion design and storytelling. Premiere now integrates with Firefly Boards, Adobe’s AI-powered brainstorming platform, enabling teams to generate concepts using Adobe’s, Google’s, and OpenAI’s leading AI models.
Additionally, Adobe is investing $10 million this year to support video professionals from underrepresented communities through the Adobe Film & TV Fund, bringing the total to $20 million since its launch in 2024. The fund offers grants and training opportunities and will showcase films at Sundance while fostering industry partnerships.
New integrations between Adobe Firefly and Premiere enhance Adobe Firefly’s video AI capabilities, an all-in-one creative AI studio that combines leading AI models with top creative tools.
These innovations include precision controls for prompt-based edits, camera motion refinement, and the public beta of the Firefly video editor. This lightweight tool allows creators to combine generative clips, footage, graphics, and audio into polished stories directly in the browser. Adobe has also partnered with Runway to deliver next-generation AI video models across its workflows.
These advancements enable video professionals to move quickly from concept to edit, providing full creative control and exceptional flexibility.
According to the company, recent updates in Adobe Premiere and After Effects are transforming workflows for video professionals, enabling quicker execution of previously time-intensive tasks.
The new Object Selection and Mask tool simplifies selection, enabling faster tracking of complex subjects, while redesigned Shape Masks provide greater creative control for effects like blurring faces or relighting areas of a frame.
In After Effects, enhancements such as Native 3D Parametric Meshes allow for the creation of intricate 3D shapes with realistic shadows. Additionally, access to over 1,300 free Substance 3D Materials enhances motion graphics quality, and the Variable Font Animation feature adds dynamism to text elements.
“We’re thrilled to see so many filmmakers creating their stories with Adobe’s industry-leading tools,” Deepa Subramaniam, vice president of product marketing and creative professionals at Adobe, said in a statement. “The creative community inspires everything we do, and we’re committed to advancing AI video tools with new innovations and investments for the next generation of storytellers.”
