According to reports, Adobe is in the early stages of allowing third-party generative artificial intelligence tools such as OpenAI's Sora and others inside its widely used video editing software.

The television and film industries use Adobe's Premiere Pro app. Artificial intelligence-based features will be added to the software this year, such as the ability to fill in parts of a scene with artificial intelligence-generated objects or remove distractions from a scene without manual work from a video editor.

Both of those features will rely on Firefly, an AI model that Adobe has already deployed in its Photoshop software for editing still images.

Adobe has sought to set itself apart by training its Firefly system data it has full rights to and offering indemnity to users against copyright claims, amid competition from OpenAI, Midjourney and other startups.

Third-party tools from OpenAI, Runway and Pika Labs are being developed to allow users to generate and use video within Premiere Pro. Wall Street is concerned that artificial intelligence tools for generating images and videos put its core businesses at risk.

The technology has not been made public or given a timeline for when it will be available. A demonstration of Sora being used to generate video in Premiere Pro was released by Adobe, but the demonstration was described as an "experiment" and there was no indication of when it would be available.

Deepa Subramaniam, Adobe's vice president of product marketing for creative professional apps says, “Adobe has not yet settled how revenue generated by third-party AI tools used on its software platform will be split up between Adobe and outside developers.”

“Our industry-leading AI ethics approach and the human bias work that we do, none of that's going away. We're excited to explore a world where you can have more choice beyond that through third-party models,” adds Subramaniam.