Adobe launches a foundry service that builds custom generative AI models for enterprises

Adobe, a leader in creative design, has launched an innovative service aimed at enhancing the capabilities of businesses through tailored generative AI models. The new offering, named Adobe AI Foundry, was introduced on Monday, allowing enterprises to collaborate with Adobe to develop bespoke generative AI models that reflect their unique branding and intellectual property. These custom models, which can create text, images, videos, and even 3D scenes, build upon Adobe's existing Firefly AI model family. Originally launched in 2023, these Firefly models are trained exclusively on licensed data. Adobe's Foundry service fine-tunes these models to meet the specific needs of each client, ensuring that the output aligns closely with their brand identity. Pricing for the Foundry service is based on usage, differing from Adobe's typical seat-based pricing for other products. Hannah Elsakr, Adobe's Vice President of Generative AI New Business Ventures, remarked to TechCrunch that this new service is a logical progression in their enterprise AI offerings, driven by customer demand for greater customization. "This is elevating a lot of the capabilities we already had," Elsakr stated. "The enterprise has requested our expertise in advising, partnering, and becoming their leading creative marketing AI partner." Since the introduction of Firefly, enterprises have utilized these models to produce over 25 billion assets. Elsakr highlighted that the custom models are designed to help brands efficiently manage their advertising efforts. For instance, a brand could launch an advertising campaign for a product and subsequently leverage a custom Adobe model to adapt the campaign for various seasons, languages, or formats. "It’s highly personalized," Elsakr explained. "Generative AI and Firefly allow brands to connect with consumers in a way that remains true to their identity." Despite the powerful capabilities of these new tools, Elsakr emphasized that Adobe does not intend to replace human creativity. Instead, the goal is to enhance the existing creative process with improved tools. "Our belief is that human creativity is irreplaceable," she asserted. "We have spent decades providing creative tools that enhance storytelling and the execution of creative visions. Firefly and Foundry represent the next step in equipping creators with the tools they need to tell their stories more effectively."