Adobe Launches Custom Generative AI Models for Businesses

San Francisco, CA – Adobe unveiled Adobe AI Foundry on Monday, a new service that enables businesses to create custom generative AI models tailored to their branding and intellectual property.

Adobe AI Foundry allows enterprises to produce various outputs, including text, images, video, and 3D scenes, by using Adobe’s Firefly family of AI models, which debuted in 2023. The Firefly models rely solely on licensed data. The foundry service fine-tunes these models to meet each customer’s unique needs.

According to Hannah Elsakr, Adobe’s vice president of generative AI new business ventures, the foundry represents a natural progression in the company’s enterprise AI offerings. “Customers were asking for more customization,” Elsakr said in an interview with TechCrunch. “This is elevating a lot of the capabilities we already had.”

Since the release of Firefly, enterprises have generated over 25 billion assets using the technology. Elsakr believes the new custom models will help brands streamline their advertising efforts. Companies can design an ad campaign once and then utilize a custom Adobe model to recreate the ad across different seasons, languages, or formats.

“It’s highly personalized,” Elsakr explained. “We’ve been talking about personalized commerce for so long, but generative AI and Firefly make it possible to put the brand in the hand of the consumer in an on-brand way.” Despite the advanced capabilities of these tools, Elsakr emphasized that they are not intended to replace human creativity. “Our stance is humanity is at the center of creativity and that can’t be replaced,” she said. “Firefly and Foundry are just the next evolution of giving you tools in the toolkit that elevate your ability to tell a story.”