Adobe Brings Sora and Other Video Models Into Its Editing Tools

Jiang Wu · 2024-04-16

*Originally published in Chinese on April 16, 2024.*

Adobe is adding AI video editing to its products and bringing in third-party AI video models such as Sora. The move shows how a company that owns the user scenario deals with model makers.

Scenario, product and model working together

With Adobe's user base, other models' capabilities can be integrated so that users call on several models from one platform without friction. In the relatively open API ecosystem abroad, this logic has held before and will keep holding. A company that holds the user scenario finds it easy to connect model capability, and tuning models on the basis of that scenario is the more effective way.

User-centered platforms against model providers

There are a few possibilities.

Early on, the user-centered product aggregates models

Early on, user-centered products aggregate a great many model capabilities. If they package them well and fit them closely into their own product, they keep users on their platform as continuing paying customers. Notion is an example.

Model providers try to move users over

During service, model providers also look for ways to move users. If the front-end platform is too strong, account systems cannot be bound together, or migration carries some cost. Still, every time a model's API capability is supplied to another platform, the model provider has in mind that it may pull users to its own platform.

Later, models fill in scenario capability and draw users

In the middle and later stages, once a model has filled in scenario capability and has a chance to serve users at scale, it pulls users to its side. So the relationship goes through phases of love and rivalry together.

Models will build their own user base

One day models will certainly build a basic user system of their own, and extend services and capabilities more widely on top of it.

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