The launch of Adobe’s Firefly should raise a solid concern in the editing profession as we know it. Instead of expertise, knowledge, and talent, users will need to enter their prompt, and that’s it. As Midjourney damages artists, then Firefly (and its upcoming products) will strike editors’ soft bellies. An opinion.
Firefly: An artistry killer
We wrote about Firefly before. As this new service from Adobe is pretty cool and innovative (well…not so innovative, but rather an imitation of Midjourney), it can do harm in the long run, including the cannibalization of Adobe’s products. In simple words, Firefly allows you to create images from text. Like Midjourney, but legal, this AI-generated imagery service is based on the hundreds of millions of stock photos stored in Adobe. However, Firefly will be implemented in Adobe Cloud Apps including the video editing application — Premiere Pro. It can be a major threat to colorists and editors. Instead of the color wheel, Inspectors, and a well-trained eye, there’s a prompt. Yes… this prompt that we, the artists hate so much. In a new video released by Adobe Live titled “The Future of Firefly for Videos”, the team behind this populistic product, talks about possible implementations and applications that encourage laziness and zero talent. Check it out below:
The ‘art’ of the prompt
When Firefly is implemented in Premiere Pro — editors, colorists, VFX specialists, and sound designers can step out of the game, since all you ever need is a sentence … a couple of words to insert into the prompt box. Check out these examples:
- Instead of creating a teal & orange look, just type: “Apply the Michael Bay look to the image”
- Instead of meticulously mixing and mastering sound layers, just type: “Mix and master layer 34, make the drums more dramatic”.
- Instead of crafting a rough cut for hours, just type: “Insert only the dancing shots into the main timeline”.
- Instead of assembling a VFX of an atomic explosion, just type: “Draw an atomic explosion 2km into the background —t-stop 5.6”.
You get the point here. All you need is a text box. Just write your prompt, and voila, you are good to go. Just like Midjourney which demands zero talent in order to produce stunning imagery, users will need the same zero talent to create an impressive film, with decent sounds, effects, grading, and everything else. Now, is that a good thing? Depends on who you’re asking. For professional editors, sound designers, VFX artists, and colorists, this is a bad…. Very bad thing.
Can AI be stopped?
Let’s be clear here. AI has been implemented on major NLEs for a while. For instance, Resolve utilizes advanced AI techniques in its mask functions. Avid, FCP, and of course, Adobe are using AI methodologies to speed up complex processes. AI has been an essential tool for professional creators for a long time. However, AI prompts are another whole animal. The ability to create advanced imagery from text is way too much. Hence it neutralizes artistry, creative skills, knowledge, and expertise. And there’s the legal question as well since all these prompts are being trained on other pieces of art that were crafted by a very very very hard work of real artists. Nevertheless, it can not be stopped. Firefly is just the first shot. Trust Apple and Blackmagic to develop their own products. We can call it: The race to the prompt. Then creativity will be eliminated.
Is there a good thing?
Well, not for professionals. Basically, only the Supreme Court can stop these prompts. Meanwhile, hobbyists will use these tools to create professional-looking works….from text (!!!). As explained, prompts will be implemented in all major NLEs since they will not stay behind. Let’s hope smart judges will understand the damage these tools make to those who make art for a living. Let’s know your thoughts about this approach/article. Should professional creators be afraid of prompts?
While I acknowledge the concern expressed about the potential impact of AI on creativity and artistry, I disagree with the notion that AI prompts will completely neutralize these skills. AI is merely a tool that can assist creators in generating ideas and exploring new possibilities. It is up to the artist to use their creativity and expertise to transform those ideas into unique and original works of art.
Moreover, AI prompts can actually enhance the creative process by providing inspiration, generating new perspectives, and helping to break through creative blocks. AI can also save time and effort by automating repetitive tasks, allowing creators to focus on more complex and innovative aspects of their work.
Regarding the legal question, while it is important to acknowledge the hard work of real artists, it is also essential to recognize that AI-generated art is a new form of creativity that can coexist with traditional art. It is up to creators and society as a whole to determine how to appropriately value and protect AI-generated art.
In conclusion, while there may be concerns about the impact of AI on creativity and artistry, it is important to recognize the potential benefits that AI can offer as a tool for inspiration, exploration, and innovation. Rather than seeing AI as a threat to creativity, we should embrace it as a tool that can expand the boundaries of what is possible in the world of art and design.
Entiendo el argumento pero no estoy de acuerdo. En la historia del arte esto ya ha pasado antes y los artistas reales no desaparecieron sino que se abrió un nuevo paradigma artístico. Véase el ejemplo a mediados del s. XIX cuando apareció la fotografía. Algunos pintores abandonar la pintura para hacerse fotógrafos, pero otros cambiaron el paradigma dando lugar a nuevos estilos de pintura conocidos como las vanguardias: Monet, Manet, Van Gogh, Picasso…
Por tanto, creo que siempre que aparece una nueva tecnología es normal que los profesionales tengan recelo o miedo a adoptarla pero es una gran oportunidad para revolucionar la disciplina o el arte en cuestión. Me encanta esta web, haces un gran trabajo. Un saludo.
I think Ai assistance is a great idea. Automation is inevitable. Cutting down on the tedious work can help you put more energy into creativity.
BUT, things like Adobe’s Firefly are super problematic for the industry. While it still needs a person behind the technology to make it work, it just feels gross to me.
AI will disrupt every creative and non-creative field. We cannot hope that the Supreme Court will stop this process. We need to learn to use AI for our benefits and adjust our careers in the creative fields. We need to act preventively and NOW!
I don’t see this being used much for editing narrative movies, but it will be used for everything else, and smaller facilities desiring a faster turnaround for corporate work will not be able to resist.
we seem to be continuing down a path where digital tools make for lazy creative. I for one don’t see a day any time soon when an AI will be able to deal with a room full of ad agency creatives who second guess every creative decision made by the editor and can’t decide on the color blue let alone what to order for lunch. pretty sure my job as an editor will be secure for many years to come. By the time it eventually does get anywhere near as good as predicted, I will be long retired
The emergence of new AI prompt-based NLEs is set to disrupt the world of video editing as we know it. Just as AI photo editing apps revolutionized image enhancement, these cutting-edge tools promise to streamline and revolutionize video editing workflows. With their advanced algorithms and intuitive interfaces, they empower editors to achieve stunning results with unprecedented speed and precision. From seamless transitions to intelligent scene detection, these NLEs unleash the full potential of AI technology, transforming the editing landscape. Get ready to witness a paradigm shift in video editing with these game-changing AI prompt-based NLEs.