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Digital Marketing, News & Trends - 4 July 2023

Is AI the video editor of the future?

This blog focuses solely on Adobe Premiere software. 

AI, friend or foe? AI is changing the way content is made; making the process faster and more efficient for all users, whether they are content creators for TikTok or feature filmmakers.  

AI opens the door for many creative possibilities and as someone who uses the Adobe suite, it certainly has made the process of editing that much more efficient, fun and friendly. 

Adobe Sensei is machine learning technology that brings an amazing level of automation to previously time-consuming tasks across every Adobe application including Adobe Premiere.  

Let’s take a look at the seven ways Adobe’s AI can help with video editing… 

Auto reframe 

Auto reframe is an effective mechanic for content creators. The process identifies the action in your footage and, as it says on the tin, reframes that footage into a different aspect ratio. This allows you to easily export the same content for social media sites that use different ratios and is therefore a great time-saving tool for content creators of all types. 

Scene edit detection 

Once you have imported your footage and dragged it to your timeline, you ready yourself to cut the footage into smaller clips and find transition points. Scene edit detection can help reduce this time-consuming task by automatically cutting your scenes and adding cut points to your footage. However, these points may not always be perfect but can be easily edited manually to get the outcome you want. 

Morph cut 

When editing interviews or talking head videos, you will be removing outtakes, coughs and awkward pauses in dialogue and movement. This often results in jump cuts that make the footage look choppy. Morph cut helps create a smoother video, using an advanced combination of face tracking and optical flow interpolation to create seamless transitions between clips.  

Speech to text 

Captions and subtitles have become a huge part of video creation as some of the biggest creators on YouTube and social media use this technique to be more accessible and hold viewers’ attention. 

Adobe Premiere Pro offers an automatic transcription feature that uses AI to convert spoken words in video clips into text. With one click of a button, subtitles will be used and automatically inserted onto the video timeline. The subtitles can be edited: you can change the positioning, shape, font and colour of the text for example. 

However, as great as this tool is, it may require additional manual editing as regional accents, company names and the pace of people’s speech can confuse AI and lead to mistakes. 


You’ve found the perfect song for your video but it’s too long. You can either cut a section of the song and try and make it fit with varying levels of success or you can use the remix tool. The remix tool analyses your audio file, identifies hundreds of loops, transitions and important segments, and then allows you to quickly remix to any duration. This means the track you have can be as long as you want and you can manually adjust the track with a tool option or in the sliders. 

Auto ducking 

Staying on the theme of audio, Adobe offers a tool where the software will analyse and generate ducking for you. Audio ducking is simply the process of compressing (or “ducking down”) the volume of an audio signal whenever another audio signal goes above a certain threshold. 

Auto ducking will generate key frames to lower the music when the speakers in your video are talking and increase the volume up again in gaps between speakers. Like all of these tools, it is fully adjustable with sliders to change the time between gaps and the volume. 

Colour match 

Colour match can instantly match two different video clips in your sequence, maintaining a better colour palette throughout your footage. If your video includes people, enable Face Detection so the tool knows to pay special attention to skin tones. It also offers colour grading as an auto button. This analyses the footage and applies suggested changes which can be saved as a pre-set and applied to all clips within the sequence. 


So, is AI a friend or a foe? Is it going to steal editors’ jobs and perfectly edit content? No.  

In this case, AI helps the editor by taking tasks, reducing the workload and making them more efficient, so the editor can have more time perfecting edits. We will still always need the creative thoughts, skills and experience of editors to curate an engaging and compelling video. The process of editing still needs the human touch, which can work alongside the benefits of a symbiotic AI friend.   

If you would like to find out more about how Effective can help you create compelling videos for your business, get in touch with our team today.   

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