Last week, Deepa Subramaniam, Adobe’s Vice President of Product Marketing for Creative Cloud, was excited to reveal Adobe’s Firefly generative AI model at Adobe MAX London. Michael Burns questions her about the fears and hopes this new influence will have on post production.
“Firefly debuted last March. It’s barely over a year old, yet it’s been incredible to see the reception to the foundational models – we have an image model, we have a vector model, we have a design model, and we’re working on a video model, which we’ll bring to market this year,” Subramaniam told IBC365 on the eve of the MAX event in Battersea. Subramaniam heads up a team driving Adobe’s digital imaging, photography, video, and design strategies forward: “The excitement and enthusiasm and adoption from the community [towards Firefly] have been awesome, and all of that development has happened through open public betas.”
The Firefly model integrates AI image generation into Adobe’s creative applications, shown at MAX running in Adobe Photoshop, Lightroom, Illustrator, InDesign, and Adobe Express. But what will be of most interest to IBC365 readers is a sneak preview of a new video model that promises AI-powered post production capabilities in Premiere Pro...
You are not signed in.
Only registered users can view this article.
Kickstart Day 2025: Programme celebrates power of collaboration on centenary of TV
The IBC Accelerator Kickstart Day 2025 marked the beginning of another year of groundbreaking innovation in media and entertainment technology. John Maxwell Hobbs reports.
From multicast to MAUD: the evolution of MABR
Multicast Adaptive Bit-Rate streaming has been held up as a way for ISPs and content providers to deliver mass-audience streamed content – particularly live events – while ensuring consistency of experience. BT is meanwhile pushing ahead with the rollout of its MAUD variant of the technology.
.jpg)
AI and live production: Experimentation giving way to well-defined applications
Connectivity optimisation, transcription services, and real-time customer support are among the areas of live production where the value of AI-based technologies is increasingly evident, writes David Davies.
ISE2025: Putting the art into artificial intelligence
AI permeated almost every aspect of ISE 2025 but experts and executives were keen to stress AV’s indivisible role in meshing tech with the art of communication.
Coming of age: How virtual production is becoming more accessible as it matures
Whilst the application of virtual production to big-budget tentpole productions will continue, the maturity of workflows and the development of more technical standards will enable the technology to be applied more widely, writes David Davies.
