#IBC2023 POWERING CREATIVITY
Software company Wondershare will treat visitors to a preview of some new features in the latest version of its Filmora video editing software, and explore the impact of AI on this whole area of creativity, during its Showcase Theatre sessions today.
A simple video editor that empowers users to edit video and audio on Windows and Mac, Filmora is designed to make the editing process “simpler and professional” for a wide variety of users. The software’s existing features include AI Portrait, which can remove video backgrounds easily without using a green screen or chroma key, and allows users to add borders, glitch effects, pixelated, noise or segmentation video effects. In the further context of AI’s prominence in the current industry debate, it will be a key theme of the Wondershare session, with attendees able to enjoy demonstrations of “the power of AI video editing software and actionable insights into how the technology is shaking up the industry now and for the future”.
Shaan Jahagirdar, VP of Wondershare, explains the decision to participate in the Showcase Theatre this year: “We have been in the industry for around 20 years, and with the trends that are moving in, including with AI, we want to show the community how we are changing and keeping the users in mind, especially in terms of how they can be more productive or effi cient. Filmora, which is our fl agship product, has the capacity to [deliver those sorts of improvements].” The origins of Filmora reside in a video editing software called Wondershare Video Editor that was developed in the 2000s. Ultimately, says Jahagirdar, “it became so popular that we wanted to expand it further, which led to the decision to rebrand it as Wondershare Filmora, since when it has continued to gain in popularity.” He explains that a key reason for the video editor’s success is its user-friendliness: “The UI and the whole user experience are very simple and accessible. Anyone who wants to do video editing could come to Filmora and get that experience very quickly. It also helps people to be very productive.” As well as consumers, Jahagirdar indicates that Filmora has resonated with “mid-level fi lmmakers who have a YouTube community, as well as smaller businesses who want to promote their businesses through some good video content; our focus is always around [those kinds of applications].” With the rise of AI, there will also be a focus
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on “making sure that the ecosystem increases a bit so it can make sure that the younger generation feels that Filmora could be the starting point of their careers to make videos”.
“We want to show the community how we are changing and keeping the users in mind, especially in terms of how they can be more productive or effi cient”
Confi rming the software’s popularity with
YouTube content creators, the Wondershare Showcase Theatre session will be presented by infl uencer Jordan Orme. Describing himself as “fi rst and foremost a storyteller”, Orme is a fi lm editor working on a wide variety of content, including music videos, commercials,
Wondershare is hosting sessions in the Showcase Theatre (12.A60) from 15:30-16:15 today.
These sessions are free to attend and no registration is required.
feature fi lms and television programmes. “Jordan is going to demonstrate some of the key features of Filmora v13, which we will be launching in November,” says Jahagirdar, adding that one of the key objectives with v 13 is to ensure that “the trend we have with AI [allows users] to focus less on the technical part and more on the creative one. We are really looking forward to introducing the new features and showing how we can help creators to position and achieve their goals in the long-term.”
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