Adobe pitched some exciting things at the Adobe Max keynote, some of which will affect the church market. However, most of it was a nod to how the industry is headed. Some big topics that jumped out at me were Generative AI and collaboration.
Collaborative advances
The collaborative advances are going to be great for the church market. The addition of all the graphic design programs being able to share files for review and approval will be huge. Imagine being able to share the files for approval without leaving your design software and then receiving that feedback right there where you need it. I would speculate that since Adobe acquired Frame.io last year, they are regressively integrating it, or something similar to it, in many of their applications in the Creative Cloud. For those unfamiliar with Frame.io, it’s now included with Adobe Creative Cloud. It is a collaborative tool for video editors that allow for sharing, feedback, and approval integrated directly into the NLE.
Frame.io itself is getting some advancements in Camera to Cloud. Fujifilm and Red have joined the Camera to Cloud movement and are integrating it natively in their new cameras. The Fuji X-H2S, the Red V-Raptor, and V-Raptor XL will have camera-to-cloud built directly into the cameras. I was just in New York for the release of the X-H2S, and I said it felt like it was going to be good for video production, so I don’t even feel a little bad about saying, “I told you so.”
Generative AI
If you haven’t seen anything about generative AI, where have you been? Advances in this field have come to the corner of really good and really scary. Adobe isn’t the only player in the area; Sensei, the Adobe AI, has to be one of the most significant, more mainstream products. If you use the Creative Cloud, you have probably used this and didn’t even know it. Sensei has been integrated into Premiere for a while, but with all the attention being grabbed by Mid journey and Dall-E 2, it was interesting to see what Adobe had to say on the subject. David Wadhwani said, “AI should enhance creativity, not replace it.” He also discussed how Adobe wanted to invest in setting standards in generative AI to ensure provenance and attribution. Adobe mentioned some new partnerships in the Content Authenticity Initiative, Nikon and Leica. All of this is to say it will be an exciting topic moving forward.
