Video wins attention, but it’s costly and complex to produce. When generative video made its debut, the reaction was universal: “Wow.” With nearly $640 billion invested in foundational AI models and a surge of innovation around video creation tools, it’s a challenge to navigate the landscape, change workflows, and know where to invest and how to introduce AI safely into the business.
Since then, generative video has done more than impress. It's polarized opinions and, in many cases, has not yet been practical for end-to-end production workflows. Creatives need control, precision, consistency, and quality — and today’s tools don’t always deliver. Yet, it’s clear: the future of video production depends on these intelligent tools.
https://video.tv.adobe.com/v/3473975?hidetitle=true
At this year’s International Broadcasting Convention (IBC), the premier event for discovering the latest technologies, trends, and game changers in video production, Adobe is introducing a stack of powerful innovations in generative video, task automation, and asset management that will help elevate video production and simplify video workflows from pre-production to delivery. These solutions are designed to work together in an end-to-end workflow for ideating, creating, and scaling quality, differentiated video content.
Adobe’s vision: Grounding innovation in workflow.
At Adobe, we believe the long race for generative video won’t be won by the flashiest model. It’ll be won by the teams that build the right workflow — one that promises to save time, optimize costs, and empower creatives to do what they do best: tell compelling stories.
That’s why we’re focused on a connected video platform that brings together ideation, production, post-production, and delivery. Not just tools — but a workflow.
From plan to playback, stay connected with Adobe's video platform designed to fit the way your team works. Now, you can bring in AI models, third-party or Adobe, into one platform that can be surfaced as needed in the video production journey, with third-party governance to control access to only approved models. To truly unlock content creation, you need the right models and generative credits to use within your workflow, maintaining continuous productivity with a shared pool of credits for use across premium generative AI features. You can also control which users have access to which models to ensure compliant creativity.
With the workflow in place, your teams are set up to ideate and align fast. Concept development and visualizations powered by AI allow creators to brainstorm, take chances, and push creativity in new ways that were not possible before with manual prototyping. Teams can align and get buy-in early, ultimately leading to shorter production cycles and spending more time on what matters most — the creative. When it comes to post-production, AI helps accelerate tedious and repetitive tasks of editors, like finding specific moments, enhancing speech, or syncing audio to clips, freeing up time for them to focus on storytelling. Once final assets are ready, content can be scaled across languages and channels, personalized for each audience.
As more and more assets and clips are ideated and created, you need a centralized source of truth for your work-in-progress content that enables rapid collaboration and clear communication. Frame.io makes it easy to upload all your creative assets from designs and photos to even your largest video files, find the right media, share versions for feedback, and bring together all aspects of your collaborative workflow. This scalable creative management layer can take your creative assets from idea to delivery 3.6x faster.
Ideate and create: Unlock collaborative ideation.
It starts with ideation. Adobe Firefly Boards (beta) offers a multiplayer canvas where teams can collaborate in real time, using Adobe and partner models to explore different styles and concepts, like Google Gemini 2.5, Imagen, Veo, OpenAI GPT, and Flux 1.1 Pro.
Adobe Firefly Boards (beta) offers a multiplayer canvas where teams can collaborate in real time, using Adobe and partner models to explore different styles and concepts.
We are also working with a number of other models that you will see in products in the coming months, including fal.ai, Runway, Pika, Luma, and Ideogram. This choice gives your teams endless opportunities to achieve a desired aesthetic style, perfect for ideation and concepting. To create commercially safe outputs, use Adobe Firefly models, developed on a foundation of responsible AI.
Enterprise customers also have model governance so you can control which models you want exposed to your team, giving you a granular level of admin control to use the models approved for use within your organization. At this stage in the process, it is critical to bring everyone together to collaborate and agree on the creative vision early on.
Upload assets to Frame.io for stakeholder feedback and review in pre-production to ensure everyone is aligned before the shoot.
Accelerate post-production: From instant access to intelligent automation.
Post-production is where the story comes together for the first time, and this process must be efficient and collaborative — and Adobe is designed to keep it moving. It starts with instant media access and ends with intelligent automation, all tightly integrated between Frame.io, Adobe Premiere, and Adobe After Effects.
With Frame.io Camera to Cloud, footage is available the moment it’s captured. That means editors can begin reviewing and assembling cuts while the shoot is still happening — no waiting for file transfers or physical drives. This immediacy transforms how teams collaborate, enabling faster feedback and earlier iteration.
Create the most efficient path from production to post-production with Frame.io Camera to Cloud.
Once content is in Frame.io, it becomes searchable and actionable. Transcripts can be automatically generated for audio and video, allowing editors to search by keyword, identify speakers, and jump directly to the moment they need. Comments can be tied to specific phrases, making feedback more precise and productive.
The integration with Premiere takes this even further. A new unified panel — now in beta and expected in the shipping version by the end of October — allows editors to manage uploads, folders, shares, and feedback — all without leaving their editing environment. Comments sync seamlessly, making it intuitive to apply notes and revisions as you go. It’s a smoother, smarter way to keep collaboration flowing.
When it comes to completing the cut, editors can use Firefly and partner models to generate b-roll, fill gaps, or explore creative variations — all within the same workflow on Adobe Firefly.
Whether it's captured footage, stock assets, or AI-generated content from Adobe Firefly apps on web and mobile, you can unlock your imagination and create commercially safe content — even when time is short. And with a proliferation of content, powerful search is a necessity. AI media intelligence, accessible directly within Premiere (coming soon to Frame.io), empowers editors to use natural language to describe what they’re looking for — for example, “a wide shot of a city skyline at sunset” — and instantly surface relevant content. Soon, semantic search will span visual, auditory, and textual elements across your entire Frame.io account.
Then automation steps in. Editors can build rough cuts by highlighting transcript text, reordering scenes like a document, and polishing with 90+ totally new, modern, GPU-accelerated effects. Dialogue is enhanced to sound studio-grade without an audio engineer using Enhance Speech. Music is retimed to match visuals with Remix. Captions are translated into 27 languages and customized for global audiences.
Editors can polish the cut with 90+ new GPU-accelerated transitions and effects.
Scaling without sacrificing quality.
Once you get that perfect hero video, how do you scale it across channels, audiences, and markets — without losing creative integrity or blowing up timelines?
This is where the clock starts ticking. Every variation — whether it’s a new format, language, or campaign — adds complexity, cost, and potential for production delays. For many teams, outdated processes lack the agility required to personalize content for different audience segments. The final mile of post-production, where media is prepped for various channels, regions, and platforms, becomes a bottleneck, filled with repetitive, manual work that slows down delivery and strains resources.
Adobe Firefly Creative Production simplifies the bulk reframing of video for social platforms by automatically detecting scene edits and resizing videos for different destinations. The enhanced Reframe Video preset workflow — currently in beta — introduces semantic subject locking, enabling precise reframing guided by natural language prompts that direct the process to lock onto an object in the scene to ensure the key subject remains in focus across different aspect ratios. This functionality identifies and tracks selected elements across every shot, ensuring consistent framing tailored for various platforms.
https://video.tv.adobe.com/v/3473978?hidetitle=true
From there, leverage Adobe Firefly Services — a collection of over 30 generative AI and creative capabilities, available as flexible APIs — to accelerate video production at scale. Generate voice-overs with Text to Speech, or localize video content to engage with expanded audiences with Translate and lifelike Lip Sync. Leverage branded motion graphics using Dynamic Graphics Render — which automates the data binding of motion graphics templates authorized in Adobe After Effects. These capabilities can be integrated into your native workflow — such as via Frame.io custom actions. All of it starts and ends in Frame.io for fast review and approval, keeping teams aligned, automations accessible, and workflows efficient.
https://video.tv.adobe.com/v/3443134?hidetitle=true
From accelerating ideation and removing the tedium in post-production to streamlining bulk production and assembly with new AI-first enterprise solutions, Adobe’s enterprise-grade video platform is the solution to getting ahead of your organization’s content demands.
Looking for more info about Adobe’s connected video platform? Let’s talk about what Adobe can do for your business.
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