One of the main challenges of making high-quality unscripted TV shows is having to review, organize, and edit an enormous amount of raw footage, while sticking to ever tighter production timelines and budgets.
Teams are often overwhelmed when they’re faced with needing to manually sift through dozens or even hundreds of hours of content to tell a story and cut down the material to scenes that are just a few minutes long. It’s a time-consuming, iterative workflow that requires careful attention to detail and involves various people trying to find and tie the best parts together.
It can be difficult to process the sheer volume of information and teams are swamped, which can result in long hours, missed deadlines, and budget overages. It can also impact the number of productions a company can realistically take on per year. Often the compromise is either a trade-off in quality or increased costs for the network to cover.
Watch this Adobe Live session to explore how AI-powered workflows seamlessly integrate with Premiere Pro, enhancing customer productivity like never before.
AI significantly enhances the end-to-end video editing workflow, as it can simplify complex as well as routine tasks such as creating transcripts, changing color levels, adjusting audio, and reframing videos for social channels. As a result, filmmakers can spend more time on being creative and telling their story just as they envision it.
AI functions best when it’s integrated directly into the tools editors use every day. Several innovative solutions are already in the works built on top of our rich video ecosystem surrounding Adobe Premiere Pro, making it an incredibly flexible, extensible tool that fits and completes any workflow.
One of these is being built by veteran reality TV producer Irad Eyal, co-founder of LA-based production company Haymaker West and creator of international Netflix smash-hit series Floor is Lava, who is on a mission to fundamentally reimagine how unscripted content is edited.
Eyal is the CEO and founder of an AI-powered editing assistant called Quickture, a groundbreaking story building engine for professional editors and producers that allows them to instantly analyze their footage and create rough cuts based on natural language prompts.
“I wanted to come up with a better tool that helps us accelerate the process and figure out the arcs of a story faster but we didn’t have the technology,” Eyal explained. “Now, with generative AI, computers can finally understand meaning. They can help us discover stories. And as the industry relies on Premiere Pro for our editing, it was a no-brainer to build the Quickture panel for Premiere.”
Quickture (which is currently onboarding production companies and professional editors for early access) works as an extension in Adobe Premiere Pro. As it fits into editors’ existing workflow, the learning curve is low and they can continue using the tools and the skills they’re already familiar with. It also makes it easy to onboard new editors.
Quickture is capable of analyzing a video and producing a concise summary of the entire sequence in just a few minutes. It breaks raw footage into detailed story beats, so editors and producers can quickly wrap their heads around the footage and identify the most interesting parts. The clips are also graded on various criteria (for example, biographical and emotional value), and editors can specify the target length for an auto-edit to create a rough assembly of their scene or interview.
All of this streamlines repetitive tasks and helps editors craft a narrative, simplifying the all important storytelling process. They can then refine the video using simple generative AI text prompts until every team member and stakeholder is happy with the rough cut.
The time- and cost-savings made possible with AI-tools like Quickture that are built on top of the Adobe video ecosystem around Premiere Pro are significant. They save hours or even weeks spent scrolling through transcripts and footage, automating the grunt work, and as a result, everyone will have more time to focus on being creative and producing more high-quality video content.
“When we add our videos into Quickture, we can quickly distill a 90-minute interview into a 12-minute cut,” explained John Laskas, founder and creative director at full-service video production agency Black Spot, a prominent Premiere Pro user and one of Quickture’s early adopters. “It’s really fast, and we can even specify that we want the edit to include a joke or that it needs to develop a particular story arc. It feels like magic to me.”
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Quickture uses generative AI for its ‘guided edit’ ‘mode to enable users to refine raw sequences by entering text prompts.
Solutions like Quickture also empower production teams to quickly adapt and revise content for the likes of TikTok, Instagram, and YouTube. Premiere Pro already includes export presets with direct integration for posting to all the major social media platforms as well as project templates designed specifically for social media (see this post for more info on Premiere Pro’s social and video publishing features).
Using AI, teams will then be able to turn full videos into short clips (for example sizzles, recaps, and teasers) to customize for and share on multiple social media platforms. And as AI is able to analyze hours of footage in just a few minutes, the technology can also be used to edit news reports, corporate videos, press briefings, interviews, music videos or even identify social media trends, opening up whole new opportunities for creatives.
“It’s a remarkable tool to aid and accelerate the editing process in Premiere Pro, and it comes just at the right time when all of our budgets and schedules have gotten a lot tighter and there’s demand to create a lot more content,” John Laskas pointed out. “Quickture is already reducing our turnaround time, which means we can increase the number of shows we’re creating for a network – at the same price point.”
AI-powered tools like Quickture will give creatives of any skill level more freedom and more creative control and enable them to do more for their existing clients, while also attracting new ones. It has the potential to be a true game-changer for TV productions, especially for independent creators. And when combined with Premiere Pro’s native AI-functionality for editing videos (such as Text-Based Editing and Speech to Text) and the various third-party plugins that are available in the Adobe video ecosystem, the video editing workflow can be enhanced even further.
Plus, Adobe also partners closely with the likes of AMD, Apple, Intel, and NVIDIA to ensure that AI-processing is optimized for speed and accuracy. All AI features shipping with Premiere Pro now run on-device and take advantage of the CPU and GPU for hardware-accelerated performance.
This demonstrates that AI is a very versatile tool that can be used to both considerably simplify and augment the production process and stand out in a competitive, crowded marketplace.
Visit quickture.com to sign up for early access and try out the Premiere Pro integration for yourself. And learn about Premiere Pro’s newest features by updating the app today. To enhance your workflow even further, explore the many extensions like Quickture that are available as part of the Adobe Video ecosystem.
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