Adobe, a leader in creative design, is expanding its business offerings by introducing tailored generative AI models for enterprises.
On Monday, Adobe introduced Adobe AI Foundry, a new service that enables companies to collaborate with Adobe to develop generative AI models customized with their own branding and proprietary assets.
These bespoke models from the foundry, capable of generating text, visuals, videos, and even 3D environments, are based on Adobe’s Firefly AI suite. Launched in 2023, Firefly models are exclusively trained on licensed content. Through the foundry, Adobe further adapts these models for each client using their unique intellectual property.
Unlike many of Adobe’s other products, the foundry’s pricing is determined by usage rather than by the number of users.
Hannah Elsakr, vice president of generative AI new business ventures at Adobe, shared with TechCrunch that the foundry is a logical extension of Adobe’s enterprise AI solutions, responding to increasing demand for greater customization.
“This enhances many of the features we already provide,” Elsakr explained. “Our enterprise clients have asked us to guide, support, and collaborate with them, becoming their top creative marketing AI partner.”
Since the debut of Firefly in 2023, businesses have leveraged these models to produce over 25 billion creative assets.
Elsakr noted that these tailored models will enable brands to more efficiently manage their marketing efforts. For example, a company could design an ad campaign once and then use a custom Adobe model to adapt that campaign for various seasons, languages, or formats.
“It’s extremely tailored,” Elsakr commented. “Personalized commerce has been discussed for years, but with generative AI and Firefly, brands can now connect with consumers in a way that stays true to their identity.”
Despite the advanced capabilities of these new tools, Elsakr emphasized that Adobe’s intention is not to replace creative professionals, but rather to provide them with enhanced versions of the tools they already rely on for content creation.
“We firmly believe that human creativity is irreplaceable,” Elsakr stated. “For decades, our mission has been to deliver creative tools that empower storytelling and help you realize your creative ideas. Firefly and the foundry represent the next step in providing resources that enhance your storytelling capabilities.”
