Premiere Pro's new tools are exactly what AI should be used for

Adobe Max is all about its Firefly expansion this year, with almost every announcement related to new AI functionality in Creative Cloud apps. And Premiere Pro is one of the apps that's been given the AI treatment. I have to say, in this instance the feature set looks extremely valuable to video editors – with the focus purely being on time saving through its new text-based editing tool.

In the demo given at Max, we saw how Premiere Pro will auto transcribe your post into what is akin to a text document. You can search, with words, through that document and let the AI pick find the relevant parts of the video, then use them as you want. Let's look at a couple of use cases (and check out all the Adobe Max 2023 announcements right here).

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Georgia Coggan
Editor

Georgia has worked on Creative Bloq since 2018, and has been the site's Editor since 2023. With a specialism in branding and design, Georgia is also Programme Director of CB's award scheme – the Brand Impact Awards. As well as immersing herself with the industry through attending events like Adobe Max and the D&AD Awards and steering the site's content streams, Georgia has an eye on new commercial opportunities and ensuring they reflect the needs and interests of creatives.