Adobe Launches AI Foundry: Custom Generative AI Models for Enterprise Branding

Adobe launches a foundry service that builds custom generative AI models for enteprises | TechCrunch

Creative design giant Adobe is beefing up the products it offers businesses to include custom generative AI models. Adobe launched Adobe AI Foundry on Monday, a new offering that allows enterprises to work with the company to build custom generative AI models trained on their branding and intellectual property. The foundry's custom models, which can produce text, images, video, and other mediums like 3D scenes, are built off Adobe's Firefly family of AI models. These Firefly models were launched in 2023 and have been trained entirely on licensed data. Adobe's foundry service then fine tunes these models for each customer using their intellectual property. The foundry service pricing is based on usage, as opposed to by seat like many of Adobe's other products. Hannah Elsakr, a vice president of generative AI new business ventures at Adobe, told TechCrunch the foundry service was a natural expansion of the company's enterprise AI products -- and customers were asking for more customization. "This is elevating a lot of the capabilities we already had," Elsakr said. "The enterprise has asked us to come in and advise us, help us, partner with us, be our premier creative marketing AI partner on this." Since Adobe released its Firefly models in 2023, enterprises have used them to create more than 25 billion assets. Elsakr said these custom models will help brands be able to better keep up with their advertising campaigns. A customer could create an ad campaign for a product once and use a custom Adobe model to help generate the same ad for different seasons, languages, or formats. "It's highly personalized," Elsakr 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 hand of the consumer in an on-brand way." Despite the capabilities of the new tools, Esakr said Adobe is not trying to replace human creatives by any means and rather just give them better versions of the tools they were already using to create their content. "Our stance is humanity is at the center of creativity and that can't be replaced," Elsakr said. "We have been for decades in the business of providing creative tooling that helps uplift narrative, telling storytelling, your ability to envision and execute your creative vision. Firefly and foundry are just the next evolution of giving you tools in the toolkit that elevate your ability to tell a story."

Adobe might've just solved one of generative AI's biggest legal risks

Tech companies are racing to deliver personalizable AI tools. In the age of generative AI, quantity has become a lot easier than quality. New AI tools have made it easier than ever to generate virtually every kind of content at scale, but much of it is generic, low-grade, and fraught with copyright hazards and hallucinatory nonsense. Adobe is betting that businesses will be willing to pay more for AI services that are able to deliver both quantity and quality, responsibly. Also: I've tested free vs. paid AI coding tools - here's which one I'd actually use On Monday, the tech giant announced the launch of Adobe AI Foundry, a new program through which enterprise customers can access Adobe experts for help creating their own generative AI models, custom-made to adhere to their particular brand guidelines. The Foundry is built upon Firefly, Adobe's suite of flagship generative AI models, meaning brand partners can build AI tools that can generate text, image, audio, video, and more. By training bespoke Foundry models on a brand's IP, Adobe is positioning its new service offering -- and its brand more generally -- as a safer alternative to mainstream AI tools, such as OpenAI's Sora. That's because it assures its models are guaranteed commercially safe, meaning their training data has been properly sourced from creators, as opposed to just scraped up off the open internet. "The only unlock to localization and personalization is responsible AI," Hannah Elaskr, vice president of genAI new business ventures at Adobe, told ZDNET in a briefing on Thursday. Adobe is positioning AI Foundry as a way for brands to stand out within (and keep abreast of) a rising tide of AI-generated marketing content. On Thursday, the company published the results of a study which found that close to three-quarters (71%) of marketers surveyed said that the demand for content will grow more than fivefold between now and 2027. Also: You can try Google's viral image editing tool right in Search now - here's how The idea is to provide marketers and designers with the means to quickly and cheaply generate all kinds of content at a pace that keeps up with this surging demand, while also doing so in a way that's consistent with their brands' unique identities. "Teams need to ensure every new asset preserves the look and feel of their product portfolio, creative direction and design aesthetic," Adobe wrote in a press release. Last week, Adobe also announced the general release of its LLM Optimizer tool, which helps brands track and measure their visibility across ChatGPT, Gemini, Claude, and other AI chatbots. Pricing for the Foundry will vary depending on the customer and type of service provided, an Adobe spokesperson told ZDNET. Want more stories about AI? Sign up for AI Leaderboard, our weekly newsletter. AI Foundry is part of a broader effort throughout the tech industry to build AI tools whose outputs are tailored to the unique preferences of individual users or businesses. That's especially crucial as more AI image and video tools hit the market and brands want to keep their content unique while still scaling production with AI tools. Also: You're reading more AI-generated content than you think But personalization isn't just for AI content, of course. On Thursday, for example, Anthropic introduced Skills for Claude, which gives users an extra measure of control over how the chatbot executes certain tasks. OpenAI CEO Sam Altman recently said that his company will focus more on delivering personalized AI tools. The news from Adobe also arrives in the wake of multiple studies which have found that the vast majority of businesses' internal AI efforts have not delivered measurable results.

Adobe wants to help your business create its own company Firefly AI models

Adverts and campaigns can be easily adapted, changed, and transferred Adobe has launched a new service offering businesses the chance to train customized and bespoke AI models on their own corporate IP and branding. The new AI Foundry service looks to offer unparalleled customization when it comes to AI models, particularly as companies look to differentiate themselves in this new age. The move should also help companies and AI model makers alike avoid potentially damaging legal issues that come out of corporate IP being misused by LLMs or other services. Foundry's custom models, which can produce text, images, video, and more, will be built off Adobe's own Firefly AI models, with the added bonus of extra personalization. The company says its launch was driven by enterprise customers wanting more sophisticated custom versions of Firefly. Adobe will work with its customer before launching a model, to ensure all parameters are being met and no boundaries are being crossed. This will set it apart from those firms which choose to work with LLMs from the likes of OpenAI, Anthropic, or Google models, as you can simply connect to them via an API. For example, the company can use the model to adapt an advertisement for a range of different markets or languages without needing to begin from scratch each time. The adapted advertisement will be able maintain a consistent "look" from the company, and will be created much faster. It can then also be adapted to fit in different channels, allowing a much smoother marketing campaign, saving time and money. Adobe has already signed up Home Depot and Walt Disney Imagineering, the research and development arm of Disney for its theme parks, as early customers - with the latter proving a potentially intriguing use case moving forward.

Adobe's AI Foundry service lets companies create branded versions of its Firefly models - SiliconANGLE

Adobe's AI Foundry service lets companies create branded versions of its Firefly models Adobe Inc. is moving artificial intelligence into a slightly new direction, giving businesses the chance to create "custom generative AI models" rather than fine-tune existing ones. The company is offering this through its new Adobe AI Foundry offering, which was announced today and allows businesses to work with it to create highly customized models trained on their own intellectual property and branding. Adobe said the customized models will be based on its family of Firefly foundational large language models. It first launched Firefly in 2023 with standard image generation capabilities, and has since transformed it to create almost any kind of content, including videos, audio, vector graphics and 3D scenes. Notably, the Firefly models were trained entirely on licensed data, which makes them a safer bet for any businesses that might be worried about the implications of AI copyright breaches. With Adobe AI Foundry, which enhances Firefly with corporate data and branding, they can be further reassured that their customized models will be safe to use. Adobe Vice President of Generative AI Business Ventures Hannah Elsakr told TechCrunch that the company is "surgically reopening" its Firefly models. She explained that most companies simply take a large language model - such as OpenAI's GPT or Google LLC's Gemini models - and connect to them through the company's application programming interface. By doing this, they can then tweak the model's outputs, retraining it to generate answers or content according to their own preferences. This is generally known as "fine-tuning" and it can be a pretty simple process. In the case of OpenAI's o3 mini model, it's possible to fine-tune it for reasoning tasks with only a few prompts. The Adobe AI Foundry does things differently. Elsakr explained that it works with businesses to integrate their IP, such as brand imagery and videos, and specific shot styles, into the base Firefly models in a process it calls "deep tuning", rather than fine-tuning. She explained that the models are retrained using this corporate data, and "overweighted" to emphasize distinctive brand elements in their outputs. Using these customized models, companies will be able to manage their marketing campaigns more easily, Elsakr said. For instance, once they create an advertisement, they'll be able to use the model to adapt it for different markets, languages, seasons, channels and formats, without needing to begin from scratch each time. The adapted advertisement will maintain a consistent look and feel, only it will be created much faster. Adobe plans to charge customers for its Adobe AI Foundry models based on how much they're used, as opposed to its usual seat-based pricing. Elsakr reiterated that the company doesn't envisage AI replacing human creators, saying that the customized models are just improved versions of the Firefly tools they're already using to accelerate their creative workflows. "Humanity is at the center of creativity and that can't be replaced," she insisted. "Firefly and Foundry are simply the next step in providing you with the useful tools that improve your storytelling skills."

Adobe just built an industrial-grade AI weapon for the world's biggest brands

Hannah Alsark says that Adobe's top clients -- the owners of some of the most protected, most valuable brands and IP in the world -- had a stark message for the company regarding Firefly, its generative AI engine: They wanted more, and they wanted better. "They told us they actually needed models that understood all their products, all their brands, their creative direction," says Alsark, Adobe's VP of GenAI New Business Ventures. "They have characters, they have particular motion styles, and they needed us to train on that." Firefly -- which uses prompts to create assets across all Adobe's vector, bitmap, and motion apps -- couldn't do this because it doesn't understand brands at the IP level. "We consider that a feature, not a bug," Alsark tells me. Firefly is a generic engine, but Adobe's top clients need to create millions of assets for dozens of different platforms and marketing media, all of them conforming to their own strict IP rules and brand books. This is why the company has built a new consultancy arm for Fortune 2000 companies to develop bespoke AI models that could craft hundreds of thousands of images, illustrations, and videos that conform strictly to their IP and creative guidelines. Its name: Adobe AI Foundry.

Adobe launches AI Foundry to let brands train custom Firefly models

Adobe Inc. announced its Adobe AI Foundry, a service for businesses to create custom generative artificial intelligence models. The offering allows companies to train models on their own intellectual property and branding, using Adobe's Firefly foundational models as a base. The Firefly platform launched in 2023 with image-generation features and has since expanded to produce videos, audio, vector graphics, and 3D scenes. Firefly models were developed using exclusively licensed data, a design choice providing a safer option for businesses concerned with potential AI copyright infringement. Adobe states that by enhancing Firefly with corporate data, these customized models will also be safe for enterprise use. Hannah Elsakr, Adobe's Vice President of Generative AI Business Ventures, contrasted the Foundry's method with common industry practices. She explained that many companies connect to a large-language model, such as OpenAI LP's GPT or Google LLC's Gemini, via an application programming interface (API). This allows them to retrain the model to generate content aligned with their preferences, a process known as "fine-tuning." The procedure can be simple; for instance, OpenAI's o3-mini model can be fine-tuned for reasoning tasks with a few prompts. Adobe Firefly is now on iOS and Android with extra models The Adobe AI Foundry employs a different method the company calls "deep tuning." Elsakr described this as "surgically reopening" its Firefly models. The process involves integrating a business's intellectual property, such as brand imagery, corporate videos, and specific shot styles, into the base Firefly models. The models are then retrained with this dedicated corporate data. The system is also designed to "over-weight" outputs, which emphasizes a company's distinctive brand elements. The custom-built models are designed to help companies manage marketing campaigns more efficiently. Elsakr provided an example where a business, after creating an advertisement, could use its proprietary model to adapt that content for different markets, languages, seasons, channels, and formats. This adaptation can be performed without starting the creative process from scratch for each version, resulting in a faster production timeline while maintaining a consistent brand identity across variations. Adobe will implement a different pricing structure for the AI Foundry compared to its other products, charging customers on a pay-per-use basis. This diverges from its common seat-based licensing model. Elsakr also commented on the relationship between AI and human workers, stating the company does not see the technology as a replacement for human creators. The models are positioned as improved versions of existing Firefly tools to accelerate creative workflows. "Humanity is at the center of creativity and that can't be replaced," Elsakr stated. She clarified the company's perspective on the technology's role: "Firefly and Foundry are simply the next step in providing you with the useful tools that improve your storytelling skills."

Adobe launches AI Foundry to build custom generative AI models for businesses By Investing.com

Investing.com -- Adobe announced on Monday its new Adobe AI Foundry product, a service designed to help companies develop bespoke generative AI models built on their own intellectual property. The initiative aims to give enterprises greater control over content creation and accelerate the production of on-brand media across image, video, audio, vector, and 3D formats. The company said the models are developed on top of Adobe Firefly, the company's suite of generative AI models, ensuring outputs are "pixel-perfect, brand-protected and ready for external use." Its AI Foundry product is expected to enable businesses to work directly with Adobe and "create tailored generative AI models that are unique to their brand." Furthermore, Adobe expects it to represent a new revenue growth stream and evolution in its AI monetization. "AI Foundry unites years of Adobe innovation and expertise, spanning our generative AI models and modalities, to help businesses solve today's most complex content and media production challenges," said Hannah Elsakr, vice president of GenAI New Business Ventures at Adobe. She added that the bespoke models provide "a secure creative foundation that enables companies to scale on-brand content and stay competitive in the attention economy." The firm believes its AI Foundry service will allow companies to move from AI experimentation to value realization, with each project supported by a team of Adobe experts, including applied AI scientists and engineers, who co-develop tailored models and use cases. Among its early partners, Walt Disney Imagineering is said to be working with Adobe AI Foundry to boost customer engagement. In addition, Home Depot and NBCUniversal are reportedly already using the AI-powered consultancy to help scale on-brand content production and create new customer experiences. Molly Battin, senior vice president and chief marketing officer at The Home Depot , said: "We are always exploring innovative ways to enhance our customer experience and streamline our creative workflows. "Adobe's Foundry Services represent an exciting step forward in embracing cutting-edge technologies to deepen customer engagement and deliver impactful content across our digital channels." Adobe said the Foundry team will also integrate members of Invoke, a generative media firm, to strengthen its AI-powered creative production capabilities.