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

Adobe, a leader in creative design, is expanding its offerings for businesses with the introduction of a new service that facilitates the creation of tailored generative AI models. Launched on Monday, Adobe AI Foundry enables enterprises to collaborate with Adobe in developing custom AI models that are specifically trained on their unique branding and intellectual property. The models produced by the foundry can generate a variety of content, including text, images, videos, and even 3D scenes, leveraging Adobe’s Firefly AI models, which debuted in 2023 and were developed using licensed data. The Adobe AI Foundry service fine-tunes these models for each client, ensuring that the outputs align with their branding needs. Notably, the pricing structure for this service is based on usage rather than a seat-based model, which is common in many of Adobe’s other products. Hannah Elsakr, Vice President of Generative AI New Business Ventures at Adobe, emphasized to TechCrunch that this new service is a logical progression of Adobe’s enterprise AI offerings, driven by customer demand for enhanced customization. "This is elevating a lot of the capabilities we already had," Elsakr stated. "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." Since the introduction of the Firefly models, companies have utilized them to produce over 25 billion assets. Elsakr noted that these customized models will empower brands to efficiently manage their advertising initiatives. For instance, a business could design a single ad campaign and then use a personalized Adobe model to adapt the ad for various seasons, languages, or formats. "It’s highly personalized," she explained. "Generative AI and Firefly make it possible to deliver the brand directly to consumers in a cohesive manner." Despite the advanced capabilities of these new tools, Elsakr clarified that Adobe’s intention is not to replace human creativity. Rather, the goal is to provide enhanced tools that support creators in their content development. "Our stance is that humanity is at the center of creativity and that can’t be replaced," she affirmed. "Firefly and the foundry represent the next evolution in equipping creators with tools that enhance their storytelling abilities."