Adobe introduces a new one artificial intelligence (AI) video creation tool. designed to help companies generate custom content while avoiding potential legal issues surrounding copyright infringement.
As companies adopt AI into their content strategies, Adobe’s latest offering stands out for its use of licensed content, a feature intended to give users peace of mind over intellectual property (IP) concerns. This move could further accelerate the integration of AI into enterprise media production, open new revenue opportunities for Adobe, and enable companies of all sizes to leverage the efficiencies of AI-generated video.
“This tool enables faster content creation and experimentation, while ensuring that what is produced is safe for commercial use,” Robert Petrocellihead of product and technology at the video company Vimeotold PYMNTS.
The potential of Adobe’s Firefly AI video maker lies in its functionality and promise of legal security. Companies, especially those operating in highly regulated industries, have been on their guard for a long time from using third party content due to fear of copyright infringement. This is where Adobe’s tool makes a difference. It uses a library of licensed content, giving users access to various images, video clips and music that have been pre-approved for commercial use.
“It all has to do with copyright,” he says Dmytro TymoshenkoCEO of Eightyan AI-powered app for summarizing YouTube videos, PYMNTS told us. “With these AI video tools, companies can create high-quality videos without worrying about licensing. Therefore, it removes one of the biggest obstacles from their production process.”
Speed and automation with AI
Traditional video production can be labor intensive and often takes weeks or longer even months to go from concept to final product. AI, on the other hand, can drastically shorten that timeline.
“AI is about speed and automation,” Tymoshenko said. “It allows companies to create visually appealing videos without wasting human effort and time.” This can be especially attractive to smaller companies or startups that may not have the resources to hire large video production teams, but still need to produce high-quality content to compete in their industry.
Petrocelli said AI-driven tools like Adobe’s also provide a layer of security for content creators.
“For example, our team at Vimeo uses ethical AI solutions to help our business partners and our group of creators develop content that aligns with their respective brands while balancing efficiency and authenticity,” he added. “This approach allows our partners to realize the benefits of AI-generated video development while knowing their creative content is protected and safe.”
While Adobe’s AI video maker clearly benefits businesses, its impact on traditional video professionals is still debated. Generative AI has long been a controversial topic in the creative industries, with some professionals viewing it as a threat to their livelihoods. Video production is no exception.
“Generative AI in video production remains a taboo topic for many who are reluctant to integrate it into their work,” said Petrocelli. There are concerns that as AI becomes more sophisticated, it could replace many of the technical tasks that human video editors and animators currently perform.
Tymoshenko, however, offered a more balanced perspective. While he acknowledged that AI could take over some of the more technical aspects of video production, such as editing and animation, he emphasized that creativity remains a crucial part of the process. “Video production involves much more than just technical work,” he said. “A lot of it has to do with conceptualization and creativity, which AI does not yet have a deep understanding of.”
Democratization of video production
One of the most exciting aspects of AI video creation is its potential to democratize video production. Historically, high-quality video content has been expensive and challenging to produce, making it the domain of large companies with significant marketing budgets.
“This new technology could democratize video marketing, allowing smaller companies to produce quality content at a much lower cost,” Petrocelli explains. Especially for startups and small businesses, the ability to produce professional videos without spending a lot of money could be a game changer.
The potential of AI to transform content production is clear, but the balance between automation and creativity remains crucial.
“AI could do the technical work,” Tymoshenko said, “but the creativity, the ideas – that’s still where humans come into play.”
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