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Company: Adobe, San Jose, CA
Nomination Submitted by: Sunshine Sachs
Company Description: Adobe is the global leader in digital media and digital marketing solutions. Our creative, marketing and document solutions empower everyone – from emerging artists to global brands – to bring digital creations to life and deliver immersive, compelling experiences to the right person at the right moment for the best results. In short, Adobe is changing the world through digital experiences.
Nomination Category: New Product & Service Categories
Nomination Sub Category: Media & Entertainment - Product
 Nomination Title: Adobe Premiere Pro
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated new or new-version product or service, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: If this is a brand-new product, state the date on which it was released. If this is a new version of an existing product, state the date on which the update was released:
- Speech to Text - July 20, 2022
- Remix - February 8, 2022
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 284 words used.
Adobe Premiere Pro is a powerful, intuitive video editing solution that meets the needs of all kinds of video creators through new and innovative features, all of which empower creators to bring their ideas to life with beauty and efficiency.
One of Premiere Pro’s biggest feature releases of the past year is Speech to Text, which enables video creators to efficiently and easily add text captions to any kind of video content. Once a tedious and painstaking process where creators had to manually transcribe and add video captions, Speech to Text is on average 5x faster than other captioning tools and supports 13 languages. To note, the magic under the hood of the Speech to Text tool is Adobe Sensei, Adobe’s proprietary intelligence software.
Another notable new feature to Adobe Premiere Pro that also leverages the power of Adobe Sensei is Remix. Newly released in early February 2022, Remix allows editors and creators to rearrange songs to match the timing of their videos. Remix uses artificial intelligence to analyze the song and generate a new mix that fits the desired duration in seconds, whether shorter or longer than the original. Before, this was a manual process that required a trained ear and split-second cuts, taking hours of time. Yet, Remix has solved this laborious process and turned it into a quick, automated tool that all creators who love to add engaging music to their videos can use.
Through industry-leading tools like Speech to Text and Remix, as well as a refreshed user experience that welcomes the next generation of video artists, Adobe Premiere Pro is the one editing tool on the market that serves the distinct needs of all different categories of video editors.
- If you are providing written answers for your submission, you must provide an answer to this third question: Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable (up to 350 words):
Total 344 words used.
The popularity of video content surged greatly and has become the most dominant mode of communication and creativity in our society. As people tried new creative skills over the last two years, Adobe Premiere Pro grew its overall business by 40% in 2020. What’s more, Adobe Premiere Pro has established deep roots as the video editing tool of choice for top Hollywood filmmakers like David Fincher and the Coen Brothers; professional social creators like Gary Vaynerchuk; and independent filmmakers at notable film festivals, such as Sundance.
As a testament to Adobe’s direct engagement with its customers to create the best tools on the market, in advance of the release of Speech to Text, Adobe Premiere Pro users were invited to join a public beta program to try the new tool on their projects. This process gave Adobe product managers and engineers invaluable customer feedback that allowed them to fine tune the tool ahead of its launch. A specific example includes Grant Surmi, a professional editor who worked on the Netflix series “Mindhunter” and “House of Cards”, who expressed that the Speech to Text feature “has been a life-saver on my current project.”
Other reactions include:
- “Extremely easy to use. It has significantly reduced by half the time spent inserting subtitles manually.”
- “Accessibility is key to creating content for everyone. With a much speeded up workflow, it now becomes an easy decision to make captions for everything.”
- “I was SHOCKED at how fast and accurate this was.”
In addition to these pieces of feedback, Speech to Text and Premiere Pro’s use of AI technology has been praised among several publications such as:
As video creators all over the world increasingly look to Adobe Premiere Pro to handle all of their creative needs, Adobe will continue to enhance workflows and features to help creators reach their creative potential and bring their ideas to fruition.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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