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 read the rest of this article.
Software studios: How inevitable is fully software-defined production?
With the rise of free, high-quality media tools, physical broadcast production hardware is looking less and less essential. IBC365 investigates.
Is the race to 6G being driven by necessity, or FOMO?
6G is coming and promises massive improvements in efficiency across society. But beyond those with vested interests, 6G may not justify either hype or investment. Adrian Pennington reports.
IBC Content Everywhere: Personalisation and the role of AI
As the battle for views intensifies, streaming providers are increasingly turning to personalisation as a key strategy to attract and retain customers. In this piece, Content Everywhere companies explore this fundamental pillar of the attention economy, how it's changing, and what role AI is set to play.
Inside IBC’s Innovation and Insight Leadership Roundtable: Speed, sovereignty, and the value question
Top industry experts from the DTG, BBC, and more sat down with IBC365 to discuss how broadcasters plan to thrive in a time of heightened competition, viewer expectations, and constrained budgets.
Going mainstream: Private 5G’s rising popularity in live production
Private 5G is gaining momentum as a connectivity option for live production. As deployments expand across sport, news, and large-scale events, broadcasters are exploring how dedicated networks can support more flexible and reliable production workflows.
