Powered by Adobe Firefly, the new AI Foundry service lets businesses create custom generative AI models using their own brand data and assets for personalized content creation.
Adobe is taking enterprise creativity to the next level with the launch of Adobe AI Foundry, a new service that enables companies to build custom generative AI models tailored to their brand identity and intellectual property.
Announced on Monday, Adobe AI Foundry expands the company’s suite of business-focused AI offerings, allowing enterprises to collaborate directly with Adobe to fine-tune generative models for text, images, video, and even 3D scenes. These models are built on top of Adobe Firefly, the company’s family of AI models introduced in 2023 and trained entirely on licensed and rights-cleared data.
Unlike many of Adobe’s existing products, which use per-seat pricing, the Foundry service operates on a usage-based model, giving enterprises more flexibility as they scale their creative operations.
Building Brand-Specific AI Models
According to Hannah Elsakr, Adobe’s VP of Generative AI New Business Ventures, the Foundry is a direct response to enterprise demand for deeper customization and brand control.
“This is elevating a lot of the capabilities we already had,” said Elsakr. “Enterprises are asking us to partner with them — to be their premier creative marketing AI partner.”
Since the debut of Firefly in 2023, Adobe reports that enterprises have used its generative AI models to produce over 25 billion creative assets. With the Foundry, brands can now develop custom versions of Firefly trained on their proprietary data — allowing for consistent, on-brand visuals and messaging across campaigns and regions.
For example, a brand could design one ad campaign and use its custom Foundry model to automatically generate localized versions for different languages, seasons, or platforms, maintaining creative quality and brand integrity at scale.
Enhancing, Not Replacing, Human Creativity
Despite the growing sophistication of generative AI, Adobe emphasizes that its goal is not to replace designers or marketers.
“Our stance is humanity is at the center of creativity, and that can’t be replaced,” Elsakr said. “Firefly and Foundry are simply the next evolution — tools that empower creatives to tell their stories more powerfully and efficiently.”
With AI Foundry, Adobe is positioning itself as a creative partner for enterprises — one that blends human imagination with AI precision to unlock personalized, scalable, and on-brand storytelling in the digital age.
