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.
Behind the Scenes: Sentimental Value
The cracks in the inheritance of DNA, relatives, and property are at the heart of this critically acclaimed Norwegian tragicomedy.
Barbara Ford Grant: “A lot is happening behind closed doors”
In a world where production capability is ubiquitous and content costs nothing, creative vision is the only thing that matters, according to VFX pioneer and Hollywood consultant Barbara Ford Grant.
MWC 2026: Telcos confront the hard economics of 5G
With global 5G coverage now surpassing 50% of the world’s population, but consumer willingness to pay barely shifting, operators at MWC argued that the next chapter must be defined by utilisation.
Kickstart Day 2026: Latest PoCs and partnerships promise most exciting year yet
More than 200 industry leaders gathered at BBC Broadcasting House for the 2026 IBC Accelerators Kickstart Day, that took place on 25 February.
MIP London: “A lot of creators feel held hostage by algorithms”
Digital creators, television producers, platforms, distributors, buyers, and brands across all genres gathered at the IET and Savoy Hotel this week to attend the second-ever iteration of MIP in London.
