Creative design giant Adobe is expanding its business offerings with Adobe AI Foundry, a new service that lets enterprises build custom generative AI models trained on their branding and intellectual property.
Launched on Monday, Adobe AI Foundry leverages the company’s existing Firefly family of AI models, which were introduced in 2023 and trained entirely on licensed data. Through the foundry service, Adobe fine-tunes these models for each customer’s unique creative and marketing needs.
Unlike Adobe’s other products, the foundry’s pricing is usage-based, allowing brands to scale their use of the models depending on campaign size or creative demand.
Hannah Elsakr, Adobe’s vice president of generative AI new business ventures, said the launch was driven by enterprise demand for deeper customization. “The enterprise has asked us to help them be our premier creative marketing AI partner,” Elsakr said.
Since launching Firefly, enterprises have generated more than 25 billion assets using the technology. The Foundry models can create text, images, video, and even 3D scenes, giving brands tools to personalize their campaigns across languages, formats, and seasons.
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Despite the AI advancements, Elsakr emphasized that Adobe’s mission remains human-centered creativity. “Our stance is that humanity is at the center of creativity and that can’t be replaced,” she said. “Firefly and Foundry are just the next evolution of tools that elevate your ability to tell a story.”
