Adobe Unveils AI Foundry to Deliver Custom Generative Models for Enterprises
Key Points
- Adobe launches AI Foundry, a service for building custom generative AI models.
- Foundry fine‑tunes Firefly models with a company's branding and IP.
- Supports generation of text, images, video, and 3D scenes.
- Pricing is based on usage, not seat‑based licensing.
- Enterprise customers seek tailored AI solutions for on‑brand content.
- Adobe emphasizes the tools augment, not replace, human creators.
- Since Firefly’s debut, enterprises have produced over 25 billion assets.
Adobe has introduced Adobe AI Foundry, a new service that lets businesses create custom generative AI models built on Adobe's Firefly technology. The offering fine‑tunes Firefly models with a company's own branding and intellectual property, enabling on‑brand generation of text, images, video and 3D content. Pricing is usage‑based rather than seat‑based, and Adobe emphasizes that the tools augment, not replace, human creators.
Adobe expands into custom enterprise AI with Foundry
Adobe announced the launch of Adobe AI Foundry, a service designed to help enterprises build bespoke generative AI models. The new offering leverages Adobe’s Firefly family of AI models, originally released in 2023 and trained exclusively on licensed data. By fine‑tuning these base models with a client’s own branding assets and intellectual property, Adobe creates custom models capable of generating text, images, video, and even 3D scenes that stay true to a brand’s visual and narrative guidelines.
Adobe positions Foundry as a natural extension of its existing suite of enterprise AI products. Hannah Elsakr, Adobe’s vice president of generative AI new‑business ventures, explained that customers have been asking for more tailored solutions. “This is elevating a lot of the capabilities we already had,” Elsakr said. “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.”
The service’s pricing model is based on usage rather than the traditional seat‑based licensing that powers many of Adobe’s other tools. This shift reflects the on‑demand nature of generative AI workloads, allowing businesses to scale costs with actual model consumption.
Since the debut of Firefly, enterprises have used the technology to create more than 25 billion assets. Adobe expects Foundry to amplify that impact by enabling brands to quickly repurpose a single creative concept across multiple seasons, languages, or formats. “It’s highly personalized,” Elsakr noted. “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 stresses that the tools are intended to augment human creativity, not replace it. “Our stance is humanity is at the center of creativity and that can’t be replaced,” Elsakr affirmed. “We have been for decades in the business of providing creative tooling that helps uplift narrative, tell storytelling, your ability to envision and execute your creative vision. Firefly and Foundry are just the next evolution of giving you tools in the toolkit that elevate your ability to tell a story.”
Implications for the creative industry
Adobe AI Foundry marks a significant step toward enterprise‑level customization of generative AI, promising faster, brand‑consistent content creation while preserving the role of human designers and marketers. The service’s launch signals Adobe’s commitment to leading the intersection of creative software and AI, offering businesses a way to harness cutting‑edge technology without sacrificing brand integrity.