Adobe partners with YouTube for Shorts content creation, launches AI tools for businesses

Adobe and YouTube have announced a partnership that will bring professional-grade video editing capabilities directly into YouTube Shorts, helping creators produce higher-quality short-form content and grow their audiences.

The collaboration, unveiled at Adobe MAX in Los Angeles, integrates Adobe Premiere's mobile video editing tools with YouTube's short-form video platform through a new feature called "Create for YouTube Shorts," coming soon to the free Premiere mobile app.According to Adobe, the partnership creates a dedicated content creation space within Premiere mobile that allows creators to produce and instantly publish videos to YouTube Shorts without leaving the app.

Creators will be able to access this functionality directly from YouTube by tapping an "Edit in Adobe Premiere" icon when working on Shorts.Ely Greenfield, chief technology officer and senior vice president of digital media at Adobe emphasised that “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."

Meanwhile, Scott Silver, vice president of engineering at YouTube, said that the company’s “goal at YouTube 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 provide creators with comprehensive production capabilities designed specifically for viral short-form content:Exclusive creative assets: Access to effects, transitions, and title presets designed to make videos stand out on the Shorts platform.Template library: Ready-to-use templates featuring professional transitions and effects for polished content production, lowering the barrier to creating high-quality videos.Template creation and sharing: Creators can design their own customised templates and share them on YouTube Shorts to inspire others and potentially spark new trends—fostering a collaborative creative ecosystem.One-tap publishing: Finished videos can be shared directly to YouTube Shorts with a single tap, streamlining the workflow from editing to publication.

Adobe launches AI models for enterprise and businesses

Apart from YouTube content creators, Adobe also announced creative tools for enterprises and businesses. Adobe announced Adobe Firefly Foundry, a new service allowing businesses to work directly with Adobe to create custom generative AI models tuned specifically to their brand.The Firefly Foundry models are securely trained on a company's entire catalog of intellectual property and existing content. The goal is to help brands safely and quickly scale on-brand content production across all major asset types, including image, video, audio, vector, and 3D.Key highlights of the new offering include:Deep tuning where AI models are built on top of commercially safe Adobe Firefly technology but are deeply tuned to a company’s unique creative direction and design aesthetic.Expert collaboration: Adobe embeds a team of experts, including AI scientists, to co-innovate with businesses, defining high-impact use cases and managing the model deployment process.Seamless Integration: The custom models are designed to be deployed directly within the existing Adobe ecosystem, including Creative Cloud and GenStudio.

Adobe also announced innovations within GenStudio, its integrated solution designed to automate and accelerate the content supply chain using AI. The updates streamline the process of scaling personalised, on-brand experiences and expand delivery through major advertising partners.GenStudio is designed to help creative and marketing teams meet the "insatiable demand for content" by extending generative AI directly into workflows.New scaling and production tools in Adobe GenStudio include:Firefly Design Intelligence: A new AI-powered tool that trains "StyleIDs"—design systems that codify complex visual identity rules—to automatically generate new, brand-compliant layouts and copy within Creative Cloud apps.Content Production Agent: Now available in beta, this generative AI agent interprets marketing briefs and automatically produces relevant content (like ads and emails) tailored for different channels and aligned with brand guidelines.Firefly Creative Production for Enterprise: Expands capabilities for quickly resizing and reframing thousands of assets, adding features like a workflow builder and deeper integrations with Adobe Experience Manager Assets and Frame.io.Expanded partner integrations: Teams can now automatically assemble, activate, and optimize campaigns via direct integrations with partners including Amazon Ads, Google Marketing Platform, Innovid, LinkedIn, and TikTok.