Adobe Premieres Generative Media Tool for Creators

Generate Sound Effects is a tool that allows editors to use their voice to guide the rhythm, emotion, timing, and intensity of a generated sound effect. 

As IBC opened, the software developer also introduced AI audio tools in Premiere beta as well as updates to Colour Mode. Additionally, AI Assistant for After Effects is entering public beta. 

Meagan Keane, Director of Product Marketing, Adobe Pro Video said: “Across every project, product, and workflow, these new innovations are designed to streamline the creative process and help creators work more efficiently.  

She added that these releases are in response to the community’s feedback. 

The Generative Media Tool was launched with features to allow users to generate video and sound effects “directly in your timeline and create what you need without bouncing between apps,” she said. “Editors can select an area or gap in the timeline, whether it's a video track, an audio track, or both. From there, the generative taskbar appears right next to the selected range. You describe what you need and generate clips that understand the visual context of the edit, aspect ratio, sequence settings, and more.”  

According to Keane, editors can use Adobe Firefly and partner models, including Google Veo, Kling, Runway, and Luma. 

Stand Number: 7.B35, 13.D501 

Company: adobe.com