Adobe Firefly Foundry brings IP-safe generative AI models to entertainment industry workflows

Adobe is developing "IP-safe" gen AI models for the entertainment industry

As Hollywood continues to embrace generative AI, Adobe is taking steps to make its Firefly suite of creative tools the go-to for studios' entertainment production needs. Timed to this year's Sundance Film Festival, Adobe has announced that it is working with a number of studios, directors, and talent agencies to develop "private, IP-safe" Firefly Foundry gen AI "omni-models." According to the company, Firefly Foundry models are meant to "accelerate creativity without eroding ownership or creative intent" while generating different kinds of assets like audio-aware videos and 3D / vector graphics that can be seamlessly integrated into workflows that use other Adobe products like Premiere. Unlike other models on the market that are fed large data sets scraped from the internet, Firefly Foundry models -- which are being marketed to businesses as opposed to regular consumers -- are unique to each of Adobe's clients and only trained on IP that clients own the rights to. What Adobe is offering is similar to the general idea behind genAI startup Asteria. But as a legacy company with decades of experience building these kinds of products, Adobe seems much better positioned to actually be able to pull it off. Adobe says that this ensures Firefly Foundry models enable "responsible AI adoption across every stage of production" from pre-visualization to final stage edits. And the company is banking on its legacy of creating some of the entertainment industry's most widely-used creative tools to sell customers on the idea of adopting this new technology. Speaking to The Verge, Adobe's vice president of genAI new business ventures Hannah Elaskr explained that Firefly Foundry was borne out of the company's previous work with large companies using Firefly's older, less customizable models. In those instances, the models were limited in their ability to generate assets beyond static images, or to understand the fine details of clients' IP. Those limitations were rooted in the fact that Adobe's more basic gen AI models were trained solely on inputs that Adobe had bought the rights to use. But that wasn't quite enough to create the kinds of assets Adobe's clients wanted going forward. "Global companies like The Home Depot and Disney said that they needed more," Elaskr said. "They needed a creative world that understood multiple products, characters, and the physics of how those characters move -- both for video and for 3D. That's where Firefly Foundry comes in." To hype Firefly Foundry up, Adobe is already collaborating with talent agencies, including Creative Artists Agency, United Talent Agency and William Morris Endeavor. The company is also working with Suicide Squad director David Ayer and Jaume Collet-Serra of Black Adam fame. In addition to partnering with production houses B5 Studios, Promise Advanced Imagination, and Cantina Creative Adobe has partnered with Parsons School of Design and Whistling Woods Film School to "develop research, educational resources, and curriculum focused on the role of AI in creative fields." Firefly Foundry sounds like an approach to generative AI that megacorporations might be keen on adopting if only to avoid any potential IP infringement that could occur with regular models. And with its focus on getting the next generation of creative professionals using these tools early, the company might be setting itself up to be a long-term winner in the AI arms race.

Think AI is just for deepfakes? Adobe reveals a new slate of pro filmmakers using Firefly Foundry to overhaul production workflows

* Adobe to team up with directors, film studios, and VFX houses * Filmmakers praise Firefly Foundry's AI content creation tools * But you'll still need to 'request more information' if you want to try it out Adobe has revealed new partnerships with a host talent agencies, film studios, directors, VFX houses, and directors like David Ayer of Fast and Furious fame and Black Adam's Jaume Collet-Serra. First announced at Adobe Max in October 2025, Firefly Foundry is designed to speed up workflows - effectively handing filmmakers the AI tools they need to rapidly produce and polish content that maintains their creativity and vision. However, creative professionals can't just download the tool like most apps in Adobe's creative suite - you'll need to hit that 'request more information on the website here to get the scoop. A creative Foundry But what is Firefly Foundry? In a world where 85% of films premiering at this year's Sundance Film Festival are created using its tools, the Foundry is Adobe's answer to creatives concerned about where AI fits into storytelling. According to the company, the tool, powered by Firefly, lets users build "high-fidelity images, video, audio, 3D and vector outputs with a complete understanding of a brand or franchise's creative universe." The Foundry itself is designed to improve the creation of, well, everything. Social media content, digital displays, in-person events, mobile apps, they all receive a shout-out in Adobe's latest blog. But it's also designed to become central to both pre- and post-production workflows in filmmaking. During the initial ideation stage, Firefly Foundry delivers tools for directors and storyboard artists to craft unique shots. On-set, Adobe states the tool can help crews "ensure they are getting the right creative options for their shot list as filming progresses," while increasing the efficiency of processing the dailies (or "rushes", for British readers). In post, Foundry can minimize the need for reshoots, with editors and VFX artists able to "pick up shots, correct scenes, and polish final frames." That's where Adobe's new partnerships with the likes of Cantina Creative, Promise Advanced Imagination, CAA, and William Morris enter the fray. These users have been praising the power of the Foundry. Collet-Serra, who directed Disney's Jungle Cruise, said: "Leveraging Firefly Foundry's responsible AI models can support us in finding new, efficient ways to operate throughout production - freeing our mindshare to focus on artistry." And CEO and co-chairman of Creative Artists Agency Bryan Lourd, explained: "Firefly Foundry empowers artists with commercially safe tools that expand the possibilities of creative expression." Other partners across film and TV, such as B5 Studios and Promise Advanced Imagination believe Firefly Foundry "empowers artists" and "giv[es] our artists the freedom to push ideas further, while giving co-production, client, and distribution partners confidence in how generative AI is being used." So, it looks like Firefly Foundry's AI tools could be coming to a theater near you soon.

Adobe Launches Firefly Foundry to Safeguard IP Rights for Creative Artists | AIM

The platform enhances creativity in media by enabling faster storytelling and streamlined workflows. Adobe has unveiled Firefly Foundry, a platform for commercially safe AI models that are tuned to a company or IP owner's unique, proprietary brand or franchise content. Those omni-models can generate high-fidelity images, video, audio, 3D and vector outputs with a complete understanding of a brand or franchise's creative universe. According to the company, Firefly Foundry helps the media and entertainment industry move faster while preserving artistry, authorship and ownership. It aims to empower studios and creatives to enhance storytelling by rapidly generating engaging short-form social content, enabling broader audience appeal through added characters and story arcs. "Integrating Firefly Foundry into our workflow builds on that legacy by giving our artists the freedom to push ideas further, while giving co-production, client, and distribution partners confidence in how generative AI is being used," Jamie Byrne, co-founder, president and COO of Promise Advanced Imagination, announced. The platform supports brands in creating immersive experiences beyond the screen, using digital displays and mobile apps to bring narratives to life in venues like theme parks. Directors and storyboard artists can benefit from advanced tools that facilitate idea development and accurately capture their vision during pre-production. On set, filmmakers can fine-tune their creative choices in real-time, ensuring effective shot lists while efficiently processing dailies. In post-production, Firefly Foundry optimises workflows for editors and visual effects artists, enabling them to enhance scenes and finalise frames without costly reshoots. Adobe is actively forging partnerships with key industry leaders who are poised to embrace this pivotal moment in creative innovation. Their collaboration includes renowned talent agencies such as Creative Artists Agency, United Talent Agency, and William Morris Endeavor, as well as hybrid and AI-native film studios like B5 Studios and Promise Advanced Imagination. Moreover, Adobe is teaming up with esteemed design and visual effects studios like Cantina Creative, alongside visionary directors such as David Ayer, recognised for his work on Fast and Furious and Suicide Squad, and Jaume Collet-Serra, known for Black Adam and Jungle Cruise. Bryan Lourd, CEO and co-chairman of Creative Artists Agency, noted, "Adobe is a... company that recognises the importance of protecting creators' rights and intellectual property and is committed to building a responsible AI ecosystem."