Adobe, a leading creative design company, is expanding its enterprise offerings by introducing custom generative AI models.
The company launched Adobe AI Foundry on Monday, a new service that enables businesses to collaborate with Adobe in developing custom generative AI models trained on their brand and intellectual property.
These Foundry custom models can generate text, images, video, and other media such as 3D scenes. They are built upon Adobe's Firefly AI model family, which was launched in 2023 and trained entirely on licensed data. Adobe's Foundry service then fine-tunes these models using the client's intellectual property.
The pricing for Foundry services is based on usage rather than per-seat charges, which is common with many of Adobe's other products.
Hannah Elsakr, Adobe's Vice President of New Business Development for Generative AI, told TechCrunch that Foundry is a natural extension of the company's enterprise AI offerings, as there is a growing demand from clients for more customization.
"This enhances many of our existing capabilities," Elsakr said. "Enterprises want us to be involved, to provide guidance, to work alongside them, and to become their go-to AI partner for creative marketing."
Since Adobe released its Firefly models in 2023, businesses have used these models to create more than 25 billion assets.
Elsakr explained that these custom models will help brands better keep up with advertising campaigns. Clients can create a campaign once and use custom Adobe models to generate ads tailored for different seasons, languages, or formats.
"This is highly personalized," Elsakr said. "We've been talking about personalized commerce for a long time, but generative AI and Firefly make it possible to deliver brands to consumers in a uniquely branded way."
Despite the powerful features of the new tools, Elsakr emphasized that Adobe does not intend to replace human creatives in any way but rather provide them with better tools to produce content.
"Our position is that human creativity is at the core of creativity, and that cannot be replaced," Elsakr said. "For decades, we've been delivering creative tools that help elevate storytelling, telling your story, and executing your creative vision. Firefly and Foundry are simply the next evolution in tools for your toolkit, enhancing your ability to tell your story."
