Tech Published: 17 April 2024 Update: 17 April 2024

Adobe’s new generative AI tools for video are absolutely terrifying

Tech news
A woman is shown on some video editing software.

Oh, you thought the possibilities of generative AI were already terrifying enough? Well, we’ve got some bad news for you. Adobe has just released a video showcasing its Adobe Firefly video model, and it comes with a whole host of unnerving generative AI tricks.

“Adobe is using the power of generative AI to deliver the most advanced and precise editing tools ever in Premiere Pro,” says the cheerful over-the-top narration, before showcasing how AI will soon be used to generate objects that weren’t there before, delete unwanted objects, extend scenes and create generated backdrops.

The video stresses that “content credentials” will “always make transparent whether AI was used”, but obviously that only goes so far as the Adobe programme itself. With streamers and movies already coming under fire for sneaking AI into their final products, it seems inevitable that advancing technology like this is only going to make it harder and harder to tell what’s real on our screens.

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Flavius Trica Creatif Agency Flavius Trica

Web designer and Co-Founder of Creatif.Agency, with more than 8 years in the design industry and a strong passion for digital art, has successfully managed to deliver one of the most creative web design agencies in San Francisco, California. Valuing quality, creativity, and customer satisfaction, always strive to improve!

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