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# Adobe Launches AI Foundry to Help Businesses Build Custom Generative AI Models
- URL: https://www.theleftshift.com/adobe-launches-ai-foundry-to-help-businesses-build-custom-generative-ai-models/
- Published: 2025-10-21T06:20:48.000Z
- Updated: 2025-10-21T06:20:48.000Z
- Description: Adobe says customised models created through AI Foundry will help marketers scale campaigns effortlessly.
- Author: The Left Shift Bureau
- Tags: AI Models

Adobe Inc. is taking generative AI personalisation to the next level with the launch of [Adobe AI Foundry](https://techcrunch.com/2025/10/20/adobe-launches-a-foundry-service-that-builds-custom-generative-ai-models-for-enterprises/?ref=theleftshift.com), 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.”