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Adobe Showcases Premiere Pro’s Generative Extend and Media Intelligence at NAB 2025
While NAB is always a whirlwind filled with exciting new brands, products, and innovations, there are few spots on the Las Vegas convention center floor that seem to remain familiarly the same. The Adobe booth, set up where it was in years past, was a reliable place to visit to check out the latest tools and features in Premiere Pro.To go along with some exciting After Effects updates, the big news from the Adobe booth for video editors was the release of the April 2025 update (25.2) which pushed the Firefly-powered Generative Extend feature live to all public Premiere Pro users.Adobe’s new Media Intelligence feature was the other highlight, which was cool to check out in person for the first time as it—along with the rest of Adobe’s latest updates—is aimed squarely at making video editors’ lives easier.Generative Extend Goes Live in Premiere ProWhile generative AI video features were teased at the Adobe booth at last year’s NAB Show, this year’s event didn’t feature anything groundbreakingly new, as the Generative Extend feature has been in Premiere Pro’s public beta for several months now. However, with this feature now officially live, it’s perhaps the best glimpse into what Adobe is planning to offer in terms of generative AI additions to Premiere Pro. Designed to simply help video editors extend scenes by a few frames on either end, Generative Extend now features the capability to work with 4K clips. The feature is quite smart and seamless. It’s not meant to be a full AI generator, so don’t expect it to create complete clips for you. However, for its scene-extending purposes, it’s quite impressive. Adobe also reports that Generative Extend will be free to use for Premiere Pro users; however, at some point in the future, it will be using a credit system similar to those you find on other AI platforms.Media Intelligence and Other UpdatesThe other big news for Premiere Pro users was the announcement of a Media Intelligence feature being added to Premiere Pro. We’ve seen similar technologies before, but to have the option to simply type in a description of the types of videos you’d like to find in your project and to have Premiere Pro pop them up for you should be a seamless and helpful update.The process that Adobe demoed was fast and responsive, and we’re excited to see how editors respond to this feature over the coming weeks and months as they try it out.For more updates and new features to be found in Premiere Pro 25.2, check out our full write-up on the latest release here.
While NAB is always a whirlwind filled with exciting new brands, products, and innovations, there are few spots on the Las Vegas convention center floor that seem to remain familiarly the same. The Adobe booth, set up where it was in years past, was a reliable place to visit to check out the latest tools and features in Premiere Pro.
To go along with some exciting After Effects updates, the big news from the Adobe booth for video editors was the release of the April 2025 update (25.2) which pushed the Firefly-powered Generative Extend feature live to all public Premiere Pro users.
Adobe’s new Media Intelligence feature was the other highlight, which was cool to check out in person for the first time as it—along with the rest of Adobe’s latest updates—is aimed squarely at making video editors’ lives easier.
Generative Extend Goes Live in Premiere Pro
While generative AI video features were teased at the Adobe booth at last year’s NAB Show, this year’s event didn’t feature anything groundbreakingly new, as the Generative Extend feature has been in Premiere Pro’s public beta for several months now.
However, with this feature now officially live, it’s perhaps the best glimpse into what Adobe is planning to offer in terms of generative AI additions to Premiere Pro. Designed to simply help video editors extend scenes by a few frames on either end, Generative Extend now features the capability to work with 4K clips.
The feature is quite smart and seamless. It’s not meant to be a full AI generator, so don’t expect it to create complete clips for you. However, for its scene-extending purposes, it’s quite impressive. Adobe also reports that Generative Extend will be free to use for Premiere Pro users; however, at some point in the future, it will be using a credit system similar to those you find on other AI platforms.
Media Intelligence and Other Updates
The other big news for Premiere Pro users was the announcement of a Media Intelligence feature being added to Premiere Pro. We’ve seen similar technologies before, but to have the option to simply type in a description of the types of videos you’d like to find in your project and to have Premiere Pro pop them up for you should be a seamless and helpful update.
The process that Adobe demoed was fast and responsive, and we’re excited to see how editors respond to this feature over the coming weeks and months as they try it out.For more updates and new features to be found in Premiere Pro 25.2, check out our full write-up on the latest release here.
