NVIDIA powers Adobe at NAB
NVIDIA will demo a new GPU‑accelerated Adobe Premiere color‑grading mode and Project G‑Assist workflow features at NAB Show April 18–22 in Las Vegas. (itwire.com) The announcement ties heavier GPU acceleration to faster creative workflows for color grading and editor assistance. (itwire.com)
Video editors use a graphics processor like a second engine for image-heavy work, and NVIDIA says Adobe Premiere Pro is adding more of that work to the chip at the National Association of Broadcasters Show next week. (blogs.nvidia.com) NVIDIA said on April 15 that it will show a new Adobe Premiere Pro color-grading mode accelerated on NVIDIA graphics processors at the National Association of Broadcasters Show, which runs April 18 through April 22 in Las Vegas. The company said the demo will focus on faster color work inside Premiere Pro. (nvidianews.nvidia.com) Color grading is the step where editors push footage warmer, cooler, darker, or more saturated shot by shot, and Adobe already uses the graphics processor in Premiere Pro’s Mercury Playback Engine for image processing, scaling, and color conversion. Adobe says that engine handles a range of graphics-processor-accelerated effects in the app. (helpx.adobe.com) Adobe has been moving more professional video formats onto NVIDIA hardware for months. In June 2025, Adobe said Premiere Pro added general-release support for NVIDIA graphics-processor acceleration for 4:2:2 video color editing, a format that carries more color information than the 4:2:0 footage common in consumer cameras. (blog.adobe.com) NVIDIA is also using the Las Vegas show to push Project G-Assist, its artificial-intelligence system assistant for GeForce RTX desktop users. NVIDIA says the feature can answer questions about GeForce hardware and help configure system settings through the NVIDIA app. (nvidia.com) That matters for editors because video workstations now juggle graphics-processor settings, drivers, codecs, and artificial-intelligence features across several apps. NVIDIA says users face more than a trillion possible hardware and software setting combinations on modern personal computers. (nvidia.com) The National Association of Broadcasters Show is one of the media industry’s main trade events, and NVIDIA said it brings together more than 60,000 broadcast, media, and entertainment professionals. That gives Adobe and NVIDIA a stage to pitch faster editing and system-tuning tools to working creators, not just gamers. (blogs.nvidia.com) NVIDIA’s own G-Assist page still labels the assistant a pre-release feature and says it may contain errors, design flaws, and reduced reliability compared with commercial releases. The company’s Las Vegas demos will show whether that assistant can move from system tweaking into everyday editing help. (nvidia.com)
