Adobe is launching a foundry service that creates custom generative AI models for enterprises

Creative design giant Adobe is enhancing the products it offers to businesses to include custom generative AI models.

Adobe Adobe launched AI Foundry on Monday, a new offering that allows organizations to work with the company to build custom generative AI models trained on its brand and intellectual property.

The Foundry’s custom models, which can produce text, images, video and other media such as 3D scenes, are built on Adobe’s Firefly family of AI models. These Firefly models were launched in 2023 and were fully trained on licensed data. The Adobe Foundry service then adjusts these models for each customer that uses its intellectual property.

Foundry service pricing is based on usage, not per seat like many other Adobe products.

The foundry service was a natural expansion of the company’s AI products — and customers were demanding more customization, Hanna Al-Sager, vice president of new AI business ventures at Adobe, told TechCrunch.

“This leverages a lot of the capabilities we already had,” Al-Sager said. “The Foundation has asked us to come in and advise us, assist us, partner with us, and be our lead AI partner for creative marketing on this.”

Since Adobe released its Firefly Forms in 2023, organizations have used it to create more than 25 billion assets.

Al-Sager said these customized models will help brands be able to better keep up with their advertising campaigns. A customer can create a campaign for a product once and use a custom Adobe template to help create the same ad for different seasons, languages, or formats.

“It’s very personal,” Al-Sager said. “We’ve been talking about personalized commerce for a long time, but generative AI and Firefly make it possible to put the brand in the hand of the consumer in a way that’s consistent with the brand.”

Despite the capabilities of the new tools, Asaker said Adobe isn’t trying to replace human creators by any means, just giving them better versions of the tools they were already using to create their content.

“Our position is that humanity is the center of creativity and that cannot be replaced,” Al-Saqer said. “We’ve been in the business of providing creative tools that help elevate storytelling and your ability to envision and execute your creative vision for decades. Firefly and Foundry are just the next evolution in giving you the tools in the toolkit that elevate your ability to tell a story.”