Adobe launches a foundry service that builds custom generative AI models for enterprises

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

adobe Adobe on Monday launched AI Foundry, a new offering that lets enterprises work with the company to build custom generative AI models trained on their branding and intellectual property.

Foundry’s custom models, which can generate text, images, video and other media such as 3D scenes, are from Adobe’s Firefly family of AI models. These Firefly models were launched in 2023 and are trained entirely on licensed data Adobe’s Foundry service then fine-tunes these models for each customer using their intellectual property

Pricing for Foundry services is based on usage, as opposed to seats like Adobe’s other products.

Hannah Elsaker, vice president of generative AI new business initiatives at Adobe, told TechCrunch that the Foundry service was a natural extension of the company’s enterprise AI products — and customers were asking for more customization.

“It’s increasing a lot of the capacity we already have,” Elsaker said. “Enterprises have asked us to come in and advise us, help us, partner with us, be our lead creative marketing AI partner.”

Since Adobe released its Firefly models in 2023, enterprises have used them to create more than 25 billion assets.

Elsacor says these custom models will help brands better manage their advertising campaigns. A customer can create an ad campaign for a product once and use a custom Adobe model to help create the same ad for different seasons, languages ​​or formats.

“It’s highly personalized,” Elsakar said. “We’ve been talking about personalized commerce for so long, but generative AI and Firefly make it possible to put the brand in the hands of the customer in an on-brand way.”

Despite the capabilities of the new tools, Esacor says Adobe is not trying to replace human creativity in any way, but rather to offer better versions of the tools they already use to create their content.

“Our position is that humanity is at the center of creativity and cannot be replaced,” Elsaker said. “We’ve been in the business for decades of providing creative tooling that helps enhance narrative, storytelling, the ability to envision and execute your creative vision. Firefly and Foundry are the next evolution in giving you tools in the toolkit that enhance your storytelling abilities.”