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.
.jpg)
Workflow transformation: “AI should be making broadcasting more reliable, not more creative”
With AI’s potential reach in broadcast and media growing all the time, David Davies speaks to leading companies about their adventures in AI and uncovers why they believe the greatest potential resides in humans’ full creative control over the new toolsets.
.jpg)
IBC Content Everywhere: AI gets a reality check at IBC2026
From increasingly sophisticated monetisation strategies to progressively flexible business models, Content Everywhere companies map AI’s influence on the media industry and reveal their technological forecasts for IBC2026.
.jpg)
Content Everywhere stages: Groundbreaking tech and real-world results converge
IBC2026’s Content Everywhere hub in Hall 5 will host nearly 200 exhibitors showcasing multi-platform delivery and monetisation innovations, alongside two stages of panel discussions and live demonstrations.
From AI production to immersive media: European innovators to watch at IBC2026
From generative production and AI-powered post-production to content discovery, immersive experiences and next-generation imaging, a group of EIT Culture & Creativity-backed ventures arriving at IBC2026 offers a snapshot of where European media innovation is heading next.
.jpg)
Innovation Awards: Exploring Content Distribution's final three
Amid a sea of competitive entries, Fergal Ringrose, Chair of Judges for the IBC Innovation Awards, breaks down the shortlisted Content Distribution entries to demonstrate exactly what got them over the line.
Registered users only: Login
 (1).jpg)
