The US design software major Adobe on Monday announced Adobe AI Foundry, a new enterprise-focused service that enables companies to develop custom generative AI models using their own brand data and intellectual property.
The service is built on Adobe Firefly, the company’s suite of generative AI models introduced in 2023. Firefly has been used to create more than 25 billion images, videos and creative assets since its launch.
With AI Foundry, Adobe said it aims to give enterprises greater control over content creation and to accelerate production of branded media across image, video, audio, vector and 3D formats.
The software major said Adobe AI Foundry will allow businesses to co-develop models directly with the company’s AI teams. These models will be built using client-owned datasets and tailored to brand requirements, ensuring that outputs remain consistent, compliant and commercially safe.
Hannah Elsakr, Vice President, Generative AI New Business Ventures, Adobe, said AI Foundry brings together the company’s years of research in generative AI and creative technologies.
“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,” she said.
Elsakr added that the bespoke models will offer a secure creative foundation that allows companies to scale on-brand content and maintain competitiveness. She described the service as a bridge between AI experimentation and enterprise-scale adoption.
Adobe AI Foundry is built on Firefly
AI Foundry builds on Adobe’s Firefly platform, which was developed using licensed and rights-cleared content to ensure that generated outputs are suitable for commercial use.
The company said that Firefly’s foundation will be retrained for each enterprise client, incorporating proprietary brand materials while keeping that data separate from general Firefly training sets.
Elsakr described this as “deep tuning” rather than simple fine-tuning. The approach allows Adobe to adapt its core generative models to reflect specific brand styles, colours, and visual guidelines without merging proprietary corporate data into public model architectures.
Adobe said AI Foundry clients will collaborate directly with a team of applied AI scientists and engineers through all stages of model creation — from data selection and ingestion to training, testing, and deployment.
The goal is to deliver AI systems that can automatically produce brand-compliant content at scale while protecting ownership rights.
The company stated that each deployment will be supported by its enterprise-level governance framework, which covers brand security, bias testing, and content provenance verification.
These measures align with Adobe’s broader commitment to transparency in generative AI, including its Content Authenticity Initiative and Content Credentials system that tracks AI-generated outputs.
Early partners for Adobe AI Foundry
Among the early enterprise partners, Walt Disney Imagineering is working with Adobe AI Foundry to explore new ways of boosting creative and customer engagement. The Home Depot has also integrated Foundry into its content pipeline to enhance customer experience and streamline creative workflows.
Molly Battin, senior vice president and chief marketing officer, The Home Depot, said the service is helping the company scale content generation across digital platforms. “We are always exploring innovative ways to enhance our customer experience and streamline our creative workflows,” Battin said.
“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 specialists from Invoke, a generative media firm it acquired earlier this year, to strengthen AI-powered creative production capabilities.
Invoke’s integration brings expertise in automated design, video synthesis and creative optimisation, areas that complement Firefly’s existing image and text generation capabilities.
The company said AI Foundry can be applied across sectors including retail, media, entertainment, and consumer goods — industries that require high volumes of brand-consistent creative content.
Adobe added that the new service will help enterprises accelerate the process of creating campaign materials, product visuals, social media assets and promotional videos, while maintaining brand accuracy.
The company stated that AI Foundry will also support content localisation by enabling AI models to adapt imagery and messaging for different languages and markets. This feature, Adobe said, aims to help global brands maintain consistent identity across regions without repetitive manual work.
Adobe’s generative AI expansion
AI Foundry marks a further step in Adobe’s generative AI expansion following the rollout of Firefly for Enterprise in 2024.
The company has steadily incorporated generative AI tools into its Creative Cloud, Experience Cloud and Document Cloud products. Its ongoing investments are part of a multi-year strategy to integrate AI across all creative and marketing solutions.
Adobe has previously partnered with large enterprises to embed Firefly technology into creative workflows. With Foundry, the company moves from offering pre-trained general models to building tailored AI systems for individual brands.
According to industry data, global spending on generative AI for content and marketing is projected to exceed $60 billion by 2030. Adobe’s entry into this market segment is seen as an effort to retain leadership in creative software while competing with newer AI-driven design tools.
Firefly models have been a core component of Adobe’s AI strategy. Built on licensed content and Adobe Stock data, they are designed to protect users from copyright issues when generating creative assets.
The company has emphasised that all Firefly-based outputs are safe for commercial use, a key differentiator in the fast-evolving generative AI landscape.
Adobe’s move comes as enterprises seek more secure and compliant ways to leverage AI in content production. While open generative models can produce high-quality media, businesses often require stricter controls over style, security and ownership.
AI Foundry aims to meet that demand by allowing companies to train models within a trusted framework and retain ownership of the results.
The new service positions Adobe among a growing number of technology firms focusing on enterprise-grade AI customisation.
With its existing base of corporate clients and creative professionals, the company is expected to integrate Foundry closely with its other platforms, particularly Creative Cloud and Experience Cloud, for end-to-end brand content management.
Adobe said its Foundry team will continue to expand partnerships across industries to demonstrate the technology’s impact.
