Adobe Launches AI Foundry to Help Businesses Build Custom Generative AI Models

Adobe Inc. is taking generative AI personalisation to the next level with the launch of Adobe AI Foundry, a new offering that lets businesses create their own AI models trained on proprietary data and branding.

Unlike traditional “fine-tuning,” where companies modify existing models such as OpenAI’s GPT or Google’s Gemini, Adobe’s approach — called “deep tuning” — retrains its Firefly foundation models with corporate assets like logos, brand imagery, and videos. This ensures that outputs maintain each brand’s distinct visual identity and voice.

“Most companies just connect to an existing model and tweak it,” said Hannah Elsakr, Adobe’s Vice President of Generative AI Business Ventures. “We’re surgically reopening Firefly to integrate brand IP at a deeper level.”

Introduced in 2023, Firefly has evolved from an image generator to a multimodal suite capable of producing videos, audio, and 3D content. Trained exclusively on licensed data, Firefly gives enterprises a safer foundation free from copyright concerns.

Adobe says customised models created through AI Foundry will help marketers scale campaigns effortlessly — adapting ads across languages, regions, and seasons while keeping a consistent brand look.

The company will charge customers based on usage rather than per-seat pricing. “Humanity is at the center of creativity,” Elsakr emphasised. “Firefly and Foundry are tools to amplify, not replace, human storytelling.”