EXCLUSIVE: Adobe has offered a preview of Project Frame Forward, an AI-powered system designed to improve the process of editing video.
The setup was unveiled Wednesday evening during the company’s annual Max Creativity Conference, a multi-day event in Los Angeles attended by more than 10,000 people. The new offering is being featured as part of Adobe Max Sneaks, which highlights innovations from the company’s research and engineering teams.
The Sneaks component of Max is designed to help the company connect with the creative community and gather feedback. Jessica Williams, a former Daily Show correspondent and cast member on Apple TV’s Shrinking, hosted this year’s edition of Sneaks.
Project Frame Forward promises a significant update to the traditional frame-by-frame editing approach. It can apply changes across entire videos based on one annotated frame and a simple text prompt, which the company says will bring the precision of photo editing to video, dramatically speeding up production without sacrificing quality.
Tweaks to videos like removing smoke or reflections in water surfaces or changing shadows or lighting, can be handled across entire videos instead of a frame at a time.
Hollywood’s above-the-line unions are getting set to negotiate new contracts with studios and streamers, with talks bound to be contentious due to the unsettled climate around AI. At the same time, below-the-line workers have been integrating AI into the production process, from visual effects to pre-visualization to motion-capture and many other areas.
Adobe’s new editing offering was one of many product and partnership announcements at Max, which also included an investor day.
In its presentation to investors, “management discussed how the creative industry is going through significant transformation as users embrace GenAI tooling and conversational experiences with AI agents,” wrote TD Cowen analyst Derrick Wood in a note to clients. He added that Adobe’s management team “remains bullish around AI content explosion” and “cited no signs of seat erosion,” meaning the reduction of human workers due to the rollout of AI tools.
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