- Adobe has launched AI Foundry, a new service for enterprises to create custom generative AI models.
- These models are built by fine-tuning Adobe’s Firefly AI family with a company’s specific branding and intellectual property.
- The service aims to help brands scale their marketing and advertising content efficiently while maintaining brand consistency.
- Adobe emphasizes that the technology is a tool to empower human creatives, not to replace them.
Adobe Ups the Ante with Custom AI for Enterprises
Creative software giant Adobe is making a significant push into the enterprise AI space with the launch of Adobe AI Foundry. This new service allows businesses to develop bespoke generative AI models, ensuring that all AI-created content remains perfectly aligned with their unique brand identity.
The offering works by taking Adobe’s powerful Firefly family of AI models—which are trained exclusively on licensed data—and fine-tuning them using a specific company’s intellectual property. This allows an enterprise to generate text, images, videos, and even 3D scenes that are infused with its own branding, style, and product assets. In a notable shift from its usual subscription model, Adobe is pricing the foundry service based on usage.
Responding to a Growing Demand
According to Hannah Elsakr, a Vice President of Generative AI New Business Ventures at Adobe, the AI Foundry is a direct response to customer demand. “The enterprise has asked us to come in and advise us, help us, partner with us, be our premier creative marketing AI partner on this,” Elsakr told TechCrunch. She noted that this service is an elevation of capabilities Adobe already possessed.
The demand is evident in the numbers. Since Adobe first released its Firefly models in 2023, enterprises have already used them to generate over 25 billion assets, signaling a massive appetite for AI-powered creative tools in the corporate world.
A Tool for Scaling Creativity, Not Replacing It
Adobe positions the AI Foundry as a solution for a common business challenge: scaling content. For example, a brand could create a major ad campaign and then use its custom model to instantly generate variations for different seasons, languages, or advertising formats, all while staying perfectly on-brand.
“It’s highly personalized,” Elsakr explained. “We’ve been talking about personalized commerce for so long, but generative AI and Firefly make it possible to put the brand in the hand of the consumer in an on-brand way.”
Despite the powerful automation capabilities, Adobe is clear about its stance on the role of AI. Elsakr stressed that the company is not trying to eliminate the human element from the creative process.
“Our stance is humanity is at the center of creativity and that can’t be replaced,” she stated. “Firefly and foundry are just the next evolution of giving you tools in the toolkit that elevate your ability to tell a story.”