Adobe has unveiled AI Foundry, its new product designed to help enterprises that want to create customized generative AI models using branding and intellectual data. The software firm announced the launch on Monday, adding to its long list of products that cater to businesses.
The new service is expected to be built on the Adobe Firefly family of AI models, which the firm first introduced in 2023 and trained entirely on licensed data. The customized large language models (LLMs) inside the Adobe AI Foundry are capable of producing texts, images, and videos. In addition, the AI models can create other outputs, like 3D scenes, using the Adobe Firefly AI models.
Adobe unveils new AI Foundry for enterprises
After using the AI models to create content, they can also be used to fine-tune the customized models for each enterprise by making use of their intellectual property. Adobe mentioned that it will charge businesses based on usage instead of using a seat-based business model like in its other products. The company, based in San Jose, has been active in the AI industry. In 2023, Adobe released its Firefly models, training them on licensed data.
Firefly is capable of generating images, video, audio, and vector graphics. It also helps creators ideate and collaborate within the platform. Companies have utilized Firefly models to generate over 25 billion assets. Hannah Elsakr, vice president of generative AI new business ventures at Adobe, said, “The way we think about it, maybe more layman’s terms, is that we’re surgically reopening the Firefly-based models”
She also explained that businesses will benefit from all the knowledge in the world that has been built into the image and video models created by Adobe. She added that Adobe incorporates enterprises’ intellectual property (IP), such as brand footage or specific shot styles, into this process. “We then retrain [the model],” she said, describing what Adobe calls continuous pre-training, where the model is overweighted to emphasize certain brand elements.
Elsakr noted that because the firm retains its base model, Adobe sees this process as deep tuning instead of fine-tuning. Most companies fine-tune their large language models by connecting the model’s API and retraining it to respond based on their preferences. Some models can be fine-tuned with a single prompt, with firms like OpenAI making it easy for customers to fine-tune models like its o3 mini for many reasoning tasks.
Elsakr explained that the custom models are designed to help brands with their marketing campaigns. For example, if a company creates an advertisement, the model can automatically adapt it for new seasons, languages, or formats without starting from scratch. This approach lets brands maintain a consistent look and feel while speeding up production. She added that the goal is not to replace designers or marketers but to give them smarter, more capable tools that make personalization and creative adjustments easier.
The Home Depot and Walt Disney Imagineering are two early customers of Adobe AI Foundry. Molly Battin, senior vice president and chief marketing officer at The Home Depot, explained that her company is always looking for new ways to improve customer experience and streamline workflows. “Adobe’s AI Foundry represents an exciting step forward in embracing cutting-edge technologies to deepen customer engagement and deliver impactful content across our digital channels,” She said.
