Creative design giant Adobe is expanding its business offerings to include custom generative AI models. The company launched Adobe AI Foundry, a new service that enables enterprises to collaborate with Adobe to build custom generative AI models. These models are trained specifically on each company’s own branding and intellectual property.
The custom models from the foundry can generate text, images, video, and other mediums like 3D scenes. They are built upon Adobe’s Firefly family of AI models, which were first launched in 2023. A key feature of the Firefly models is that they were trained entirely on licensed data. The foundry service then fine-tunes these base models for each individual customer using their proprietary assets.
Pricing for the foundry service is based on usage, which is a different model from many of Adobe’s other products that are priced per user.
According to Hannah Elsakr, a vice president of generative AI new business ventures at Adobe, the foundry service is a natural expansion of the company’s enterprise AI products. She stated that customers were actively asking for more customization. She explained that this new service elevates many of the capabilities Adobe already had and that enterprises have asked Adobe to partner with them as their premier creative marketing AI partner.
Since the release of its Firefly models in 2023, enterprises have used them to create more than 25 billion assets.
Elsakr said these custom models will help brands keep up with the demands of their advertising campaigns. For example, a customer could create an ad campaign for a product once and then use a custom Adobe model to help generate the same ad adapted for different seasons, languages, or formats. She described this as highly personalized, noting that while personalized commerce has been a long-term goal, generative AI and Firefly make it possible to put the brand directly in the hands of the consumer in a way that remains on-brand.
Despite the advanced capabilities of these new tools, Elsakr emphasized that Adobe is not trying to replace human creatives. The goal is to provide them with better versions of the tools they already use to create content. She affirmed that Adobe’s stance is that humanity is at the center of creativity and that it cannot be replaced. For decades, Adobe has been in the business of providing creative tooling that helps uplift narrative, storytelling, and the ability to envision and execute a creative vision. Firefly and the foundry are simply the next evolution of tools designed to elevate the ability to tell a story.