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 further fine-tunes these base models for each individual customer using their proprietary assets.
Pricing for the foundry service is based on customer usage, a different model from many of Adobe’s other products which are typically priced per user.
Hannah Elsakr, a vice president of generative AI new business ventures at Adobe, explained that the foundry service is a natural expansion of the company’s enterprise AI products. She noted that customers were actively asking for more customization. She described the service as an elevation of existing capabilities and a response to enterprises seeking a premier creative marketing AI partner.
Since the initial release of its Firefly models in 2023, enterprises have used them to create more than 25 billion assets.
Elsakr stated that these custom models will help brands keep pace with their advertising campaigns. For example, a customer could create an initial ad campaign for a product 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 generative AI and Firefly make it possible to put the brand directly into the hands of the consumer in a way that remains on-brand.
Despite the advanced capabilities of these new tools, Elsakr clarified 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 cannot be replaced. For decades, the company 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 presented as the next evolution of these tools, designed to elevate the user’s ability to tell a story.