Jeff Chaves

When Adobe announced that Premiere Rush would sunset and usher in a new era with Premiere for iPhone, the creative community raised an eyebrow. While Rush wasn’t perfect, it was a solid attempt at mobile editing. It was simple, fast and geared toward social creators. Honestly, it was a great way to start what you would ultimately finish in Pro. The interface between your mobile and your Adobe Creative Cloud was excellent. But somehow Rush seems like a compromise.

Adobe had been rolling out numerous AI tools and features to Premiere Pro for a few years now. For example, it released Auto Reframe back in November 2019, nearly six years ago. So, AI isn’t something that’s exactly new to Premiere Pro. However, we haven’t seen anything quite like its brand-new AI tool: Adobe Generative Extend. Announced at the National Association of Broadcasters Convention in April, the Generative Extend tool will, quite literally, change how video post-production is done.

There’s a time and a place to get picky about what jobs you take as a videographer — the beginning of your video career is probably not one of them. We understand; you want to fill a particular niche and holding out for the right productions seems important. But when you’re first starting out, building your portfolio and your network is necessary to secure yourself in the industry so you can have the means to turn down projects and focus on the projects you’re most passionate about.