{"id":431886,"date":"2026-01-23T09:26:09","date_gmt":"2026-01-23T09:26:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/431886\/"},"modified":"2026-01-23T09:26:09","modified_gmt":"2026-01-23T09:26:09","slug":"unlocking-new-experiences-we-couldnt-have-made-before-adobe-unveils-ai-video-innovations-for-films-ads","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/431886\/","title":{"rendered":"‘Unlocking New Experiences We Couldn’t Have Made Before’: Adobe Unveils AI Video Innovations For Films & Ads"},"content":{"rendered":"

Adobe<\/a> has unveiled new AI video innovations in Premiere Pro and motion graphics upgrades in After Effects, aiming to transform post-production workflows for more seamless storytelling. B&T sat down with Hannah Elsakr, Adobe\u2019s vice president of GenAI new business ventures, who said the new capabilities are levelling the playing field for indie filmmakers and agencies to find out more.<\/p>\n

These upgrades include new typography, materials, and 3D features that expand motion design and visual storytelling. It follows Adobe\u2019s unveiling of Adobe Firefly Foundry back in October 2025, which enables businesses to create tailored generative AI models that are unique to their brand. Adobe\u2019s new tools build on these proprietary models.<\/p>\n

Trained on entire catalogues of existing IP, these proprietary Adobe Firefly Foundry models can be built on top of commercially safe Adobe Firefly models. This helps teams scale on-brand content production, create new customer experiences and extend their IP.<\/p>\n

With Adobe\u2019s GenAI model Firefly as the anchor, Adobe Firefly Foundry models can support all major asset types including image, video, audio, vector and 3D\u2014accelerating content delivery for brand campaigns, performance marketing, media production workflows and more.<\/p>\n

But while many have opined on generative AI\u2019s transformative effects, Elsakr believes it is simply the next tool in a long line of creative technologies\u2014one that should enhance human vision, not replace it, though with significant ramifications for the business of creativity. That framing has resonated with some of the most IP-conscious brands in the world, including Walt Disney, which is working with Adobe to build private, custom AI models tuned to its own visual DNA.<\/p>\n

\u201cThey don\u2019t want their IP floating out in some unknown world. Enterprise security, brand integrity and authorship really matter at that level,\u201d Elsakr said.<\/p>\n

Elsakr told\u00a0B&T how Home Depot leveraged Adobe\u2019s new AI capabilities, a retailer that needed AI-generated imagery that wasn\u2019t just on-brand, but accurate down to product usage.<\/p>\n

\u201cIf someone\u2019s holding a saw, they need to be holding it the right way for safety. That kind of precision doesn\u2019t exist in general-purpose models. But when you tune a model with your brand, your products and your rules, it does\u201d.<\/p>\n

That same logic applies whether you\u2019re producing a $100 million theatrical release or a 42-second ad spot. Elsakr said the process\u2014ideation, production, post-production and endless variations\u2014is largely the same. AI is simply there to reduce workload and boost seamlessness.<\/p>\n

\u201cYou still need a creative brief. You ideate. You get it greenlit. You produce. Then you go into post-production. That process is pretty much the same,\u201d she said.<\/p>\n

What has changed is scale. <\/p>\n

\u201cWe consume so much content that we get fatigued if we don\u2019t see freshness,\u201d she said.<\/p>\n

Faster production, fewer gatekeepers<\/p>\n

For film studios, the economics are becoming increasingly unforgiving. With audiences fragmenting across platforms, every delay in release can translate to lost revenue. Adobe\u2019s focus on simplifying workflows by leveraging AI aims to cut costs and time.<\/p>\n

\u201cIf a film costs $1 million a minute to produce, anything that speeds up time-to-release or lowers cost matters,\u201d Elsakr said.<\/p>\n

Adobe\u2019s AI-assisted pre-visualisation is already helping directors align stakeholders faster, while post-production tools in Photoshop and Premiere Pro are cutting down hours of manual work, from removing background extras to cleaning up shots frame by frame.<\/p>\n

But the most profound shift may be happening at the independent end of the market.<\/p>\n

\u201cSome smaller filmmakers are saying, \u2018I could never have been greenlit before\u2019. Now they can make something, get it seen, and bypass a lot of traditional gatekeepers\u201d.<\/p>\n

The same benefits apply to indie agencies, too.<\/p>\n

Variant creation\u2014tailoring content for different audiences, platforms and formats\u2014is one of the clearest AI wins so far in Elsakr\u2019s mind. Where brands once shot a single asset and hoped it resonated broadly, they can now create multiple contextually relevant versions without reshooting.<\/p>\n

\u201cWe\u2019ve seen ROIs north of 60 per cent on this. Brands already have the data; they just don\u2019t have enough content,\u201d Elsakr said.<\/p>\n

\u201cSmaller agencies that are not the agency of record for large brands are getting work now. Why? Because they have a unique point of view\u2013they\u2019re getting their stuff seen. These agencies are pitching decks that look like finished work. They can move faster, come in under budget, and compete on ideas rather than resources\u201d.<\/p>\n

\u201cIt\u2019s interesting from a \u2018levelling the playing field\u2019 perspective, or democratising the industry,\u201d she added.<\/p>\n

Letting consumers into the brand story<\/p>\n

Another area that Adobe\u2019s new AI capabilities are focusing is user-generated content\u2014and the brand\u2019s role in enabling it.<\/p>\n

Elsakr cites work with the NFL, which provided AI-powered Adobe Express templates to thousands of fans, influencers and partners.<\/p>\n

\u201cInstead of shutting content down, they said: \u2018Here are the guardrails \u2014 logo here, font here, vertical video.\u2019 Suddenly you have 2,000 brand ambassadors\u201d.<\/p>\n

\u201cThe new definition of personalisation is that consumers want to drive the narrative of the brand,\u201d Elsakr said, quoting former Coca-Cola CEO James Quincey.<\/p>\n

\u201cThis is the beauty of AI. I think it\u2019s unlocking new experiences that we couldn\u2019t have done before\u201d.<\/p>\n

Trust & AI<\/p>\n

For Elsakr, the conversation always starts and ends with trust.<\/p>\n

Adobe has relationships with studios and agencies spanning decades. \u201cWhen you\u2019re the one they have trusted in the industry for 40 years to edit Academy Award-winning films, they feel like they can trust us with our use of AI,\u201d she said.<\/p>\n

Trust is also inherently tied to Adobe\u2019s AI standards: \u201cClean pixels in means clean pixels out. That matters to enterprises, to brands, and to creators\u201d.<\/p>\n

It\u2019s a phrase Elsakr returns to often, and it underpins Adobe\u2019s Firefly family of generative AI models, which are trained exclusively on licensed data. For Adobe, responsible AI isn\u2019t just a legal safeguard \u2014 it\u2019s part and parcel of their approach to creativity.<\/p>\n

\u201cAdobe is about the human creator and visionary at the centre; it always has been\u201d.<\/p>\n

She\u2019s quick to point out that when Photoshop first showed up on the scene, people genuinely believed it would destroy the craft. \u201cNow we use \u2018Photoshop\u2019 as a verb\u201d.<\/p>\n

Adobe\u2019s push into AI signals that the big players are driving small but transformational changes, and that soon, \u2018AI\u2019 might become a verb, just as Photoshop did. As indie agencies and filmmakers look to reach audiences with their creative visions, there\u2019s potentially more room for big ideas.<\/p>\n

Both in film and advertising, Adobe is positioning itself as something of a steady hand in a rapidly shifting industry.<\/p>\n

Join more than 30,000 advertising industry experts<\/p>\n

Get all the latest advertising and media news direct to your inbox from B&T.<\/p>\n

\t\tSubscribe\n\t <\/p>\n","protected":false},"excerpt":{"rendered":"Adobe has unveiled new AI video innovations in Premiere Pro and motion graphics upgrades in After Effects, aiming…\n","protected":false},"author":2,"featured_media":431887,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[11590,64,63,105],"class_list":["post-431886","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-adobe","tag-au","tag-australia","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/431886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=431886"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/431886\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/431887"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=431886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=431886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=431886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}