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AI & Machine Learning Continues to be a Game Changer for Adobe at IBC

Patrick Palmer, Adobe, talks artificial intelligence, machine learning and more to see from Adobe on the show room floor IBC 2019.

Q What trends are you looking forward to exploring more at IBC?

A Artificial intelligence and machine learning will continue to be a game changer in video production. The acceleration of content production and consumption means that video editors are under tremendous pressure to construct and deliver quality content under strict time constraints. They need tools that keep them in creative control while stripping away time-intensive tasks that distract and delay. For example, features powered by Adobe Sensei, the company's artificial intelligence (AI) and machine learning technology, such as Content Aware Fill for Video in After Effects, Lumetri Color Match and Auto Ducking, and the upcoming Auto Reframe tool in Premiere Pro (see more below!), help video pros save time on tedious tasks so they can maximize their output, reach more audiences, and enhance their creativity. In the age of social media, news and sports companies need to deliver new content as soon as possible to keep their communities engaged. With the ability to shoot, edit and upload on the go, Adobe Premiere Rush helps production crews create polished videos that enable viewers to be part of the action around timely, can’t miss events in short timeframes. And with social media and digital video becoming an even bigger part of how we communicate with each other every year, we can’t wait to see what the future holds for content creators in every corner of the globe. Faced with an increasingly competitive landscape, news and sports organizations are moving away from sending huge armies of reporters, editors, and camera operators to live events to save time and budgets. They are able to do this through the use of virtualized workflows, which are critical to connecting globally distributed production teams. At Adobe, we are committed to delivering the best cloud-based workflows in the industry, including support for virtualized editing environments. We’re looking forward to discussing these trends and more with our fellow IBC attendees.

Q How do you approach each IBC show? How are you constantly evolving?

A IBC is a fantastic opportunity to meet face-to-face with customers from a wide range of companies and get valuable insight and feedback on their workflows, experiences and day-to-day challenges. Our customers are the reason why, year after year, we’re able to grow with and meet the evolving needs of video creators across the board, from industry veterans to emerging filmmakers. Customer feedback has been essential to our continued success, as many of the features that our users love were borne from their input. They excite us, educate us, and motivate us to continue exploring the relationship between storytelling and technology that drives everything that we do. We’re really looking forward to having some of them join us at our IBC booth this year, like Kilogramme Lead Animator Julia Young (Penfold), VFX Supervisor and Creative Director Peter Eszenyi, and UFA Post Production Supervisor Philip Schlicht, amongst many more, and we’re thrilled that our products are being represented by over 100 partners.

Q What are you most looking forward to?

A We’re excited to meet with the innovators, creatives, and industry members at IBC to discuss the growing trends sweeping the post-production community and to learn about their next exciting project. Another fixture that I greatly look forward to is our Adobe VIP event -- it’s always a great showing of folks across the industry who I don’t get to see often enough during the year. I’m personally really looking forward to meeting Laura Kampf and seeing her present at our booth. I absolutely love her channel, and have been a huge fan of hers for some time. Mesmerizing content from an amazing storyteller.

Q What do you hope everyone will be talking about after the show?

A We hope that people will be excited about Auto Reframe, which will be coming to Premiere Pro later this year. We think it’ll be a must-have feature in the age of content and platform proliferation. Auto Reframe intelligently reframes and reformats video content for different aspect ratios, from square to vertical to cinematic 16:9 versions. Auto Reframe is powered by Adobe Sensei technology that uses AI and machine learning to accelerate manual production tasks, without sacrificing creative control.

Q What are you showcasing at IBC this year?

A At our stand at IBC this year (Hall 7 — 7.B35), we’re highlighting all of the reasons why Adobe is better for the broadcasting industry. There is no more demanding production environment than broadcast as they face ever-increasing complexity as content velocity goes global. Our demo stations will showcase current features in Creative Cloud for editing, motion graphics, visual effects, color and animation. We’re especially excited to show the magic of Content-Aware Fill for Video in After Effects that automates the process of removing visual elements like boom mics from footage. Also, IBC attendees should check out the Essential Sound and Essential Graphics Panels in Premiere Pro for its efficient workflows. Lastly, come by for a demo of Auto Reframe in Premiere Pro before it releases later in 2019!

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