Adobe has launched Firefly Foundry, offering businesses custom generative AI models that are designed to produce on-brand content using proprietary data across major asset types including image, video, audio, vector and 3D.

Custom AI for brands

With Adobe Firefly Foundry, businesses are able to work directly with Adobe to create AI models that are deeply tuned to their brand identity. These models are trained on existing intellectual property of a business and are constructed on commercially safe foundations provided by the Adobe Firefly suite. The intention is to help organisations scale their content production while maintaining brand consistency and extending the utility of their proprietary assets.

Adobe’s generative AI approach emphasises transparency, safety and creative accuracy. Firefly Foundry models integrate with Adobe solutions including GenStudio, Creative Cloud, the Firefly App and Express, enabling solutions that function seamlessly within established creative and marketing workflows.

Operational support and security

The Firefly Foundry service not only crafts tailored generative AI models but also provides a team of Adobe experts to collaborate with businesses on practical AI applications and implementation. The company states that this collaborative approach is intended to address the increasingly complex challenges of content and media production that large organizations face.

“Adobe Firefly Foundry builds on years of Adobe innovation and expertise, spanning generative AI models for image, video, audio, vector and 3D, to help businesses solve today’s most complex content and media production challenges,”

said Hannah Elsakr, Vice

President, GenAI New Business Ventures at Adobe.

“Businesses can access Adobe’s robust AI training infrastructure, research and expertise to define bespoke AI models-surfaced through Adobe solutions such as GenStudio and Creative Cloud to help teams scale on-brand content experiences. Adobe has been working with tech-forward innovators like Walt Disney Imagineering to drive new levels of customer engagement with Adobe Firefly Foundry,” said Elsakr.

According to an Adobe study, marketers expect content demands to increase fivefold within two years. This rising demand adds pressure for brands to generate high-quality, brand-safe content at scale without sacrificing consistency across products and franchises. Adobe posits that Firefly Foundry can streamline this requirement, assisting in both the creation and management of tailored AI models and the orchestration of outputs for various organisational needs.

Features and deployment

Adobe Firefly Foundry offers several features targeted at enterprise users. Adobe works individually with businesses to safely train generative AI models on their existing IP, supporting asset generation in formats including image, video, audio, vector and 3D. These outputs are intended to meet commercial requirements by being both precise and brand-protected, ready for use in external marketing and promotional activities.

Management and deployment are central considerations of the offering. Businesses are provided a single destination to oversee their models, including tools for testing outputs and governing access and deployment throughout their organizations. Adobe states that Firefly Foundry models are aligned with its responsible AI principles, ensuring ethical and secure model application in business workflows.

Collaboration and expertise

Adobe embeds a range of technical experts within the Firefly Foundry offering, including applied AI/ML scientists and engineers, who work closely with client organizations. The intent is co-innovation: developing specific use cases, providing strategic guidance, and collaborating on workflow optimization to accelerate both time-to-value and return on investment for AI-powered content solutions.

Additionally, the team from Invoke, a generative media solution for creative production, has joined Adobe Firefly Foundry to assist in shaping future AI-powered workflows for businesses.

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