Adobe Foundry: Custom Generative AI Models for Enterprises

Adobe Expands AI Offerings with Custom Generative Models

Leading creative software company Adobe is broadening its business solutions with the introduction of custom generative AI models.

On Monday, Adobe unveiled Adobe AI Foundry, a novel service designed to enable businesses to collaborate with the company in developing tailored generative AI models.

Training on Proprietary Data

These custom models, capable of generating text, images, video, and even 3D scenes, are built upon Adobe’s Firefly AI model family.

The Firefly models, initially launched in 2023, were exclusively trained on data that has been properly licensed. Adobe’s Foundry service then refines these models further, utilizing each client’s unique intellectual property.

Flexible Pricing Structure

Unlike many of Adobe’s other products which utilize per-seat licensing, the Foundry service’s pricing is determined by actual usage.

According to Hannah Elsakr, Vice President of Generative AI New Business Ventures at Adobe, the Foundry service represents a logical progression of the company’s enterprise AI products, responding to direct customer demand for increased customization.

“This service builds upon existing capabilities,” Elsakr explained to TechCrunch. “Enterprises have expressed a desire for our guidance, assistance, and partnership as their primary creative marketing AI collaborator.”

Significant Asset Creation

Since the release of its Firefly models in 2023, businesses have leveraged them to produce over 25 billion digital assets.

Elsakr highlighted that these custom models will empower brands to maintain consistency across their advertising initiatives. A company could, for example, develop an advertising campaign once and then utilize a custom Adobe model to adapt it for various seasons, languages, or formats.

Personalized Brand Experiences

“The result is a highly personalized experience,” Elsakr stated. “We’ve long discussed personalized commerce, and generative AI, coupled with Firefly, now makes it feasible to deliver on-brand experiences directly to consumers.”

Augmenting, Not Replacing, Creativity

Despite the advanced capabilities of these new tools, Elsakr emphasized that Adobe’s intention is not to supplant human creativity, but rather to provide creatives with enhanced tools.

“We firmly believe that humanity remains central to the creative process and cannot be replaced,” Elsakr asserted. “For decades, we’ve focused on providing creative tools that enhance storytelling and enable the realization of creative visions. Firefly and Foundry represent the next step in providing tools that elevate storytelling abilities.”

Adobe views these advancements as an evolution of its toolkit, empowering users to more effectively communicate their creative ideas.