Adobe partners with YouTube to simplify mobile content creation for Shorts

New Delhi: Adobe and YouTube have announced a partnership that will integrate professional-grade video editing features directly into YouTube Shorts. 

The collaboration, revealed at Adobe MAX in Los Angeles, connects Adobe Premiere’s mobile video editing tools with YouTube’s short-form video platform through a new feature called Create for YouTube Shorts, which will soon be available in the free Premiere mobile app.

The integration is expected to allow creators to edit and publish Shorts videos seamlessly without leaving the app. Users will also be able to access the functionality from YouTube via an Edit in Adobe Premiere option while working on Shorts.

Ely Greenfield, chief technology officer and senior vice president of digital media at Adobe, said, “YouTube Shorts has become the ultimate launchpad for creators and bringing Adobe Premiere mobile's pro-grade video editing tools to millions of YouTube creators helps them make amazing content and reach new audiences.”

Scott Silver, vice president of engineering at YouTube, added that the company’s goal is “to meet creators where they are and give everyone the tools they need to make storytelling easier and connect with their audiences.”

The Create for YouTube Shorts space in Premiere mobile will include a range of tools tailored for short-form content production. These include exclusive creative assets such as effects, transitions, and title presets designed for Shorts, a library of ready-to-use templates, and the ability for creators to design and share their own templates on the platform. The feature will also enable one-tap publishing to streamline the process from editing to uploading.

In addition to the YouTube partnership, Adobe also introduced Firefly Foundry, a new service that enables businesses to develop custom generative AI models aligned with their brand identity.

These models are trained on a company’s own intellectual property and content, allowing for secure and consistent content production across multiple formats, including images, video, audio, vector, and 3D.

The offering includes close collaboration with Adobe experts to define use cases and deploy tailored AI systems. The models can be integrated across Adobe’s ecosystem, including Creative Cloud and GenStudio.

Adobe also announced updates to GenStudio, its AI-driven content automation platform, to support marketing and creative teams under increasing pressure to produce large volumes of personalised content.

New features include Firefly Design Intelligence, which uses StyleIDs to automate layout and copy generation based on brand rules, and a Content Production Agent that interprets marketing briefs to generate relevant materials such as advertisements and emails. 

Another feature, Firefly Creative Production for Enterprise, enables rapid asset resizing and reframing, with added workflow automation and integration with Adobe Experience Manager Assets and Frame.io.

The company has also expanded partnerships to support campaign management and optimisation, with integrations now extending to Amazon Ads, Google Marketing Platform, Innovid, LinkedIn, and TikTok.