Adobe launches Adobe AI Foundry — marking a significant shift in how businesses access generative AI. On Monday, creative-software leader Adobe announced its new enterprise offering, Adobe AI Foundry, designed to help organizations build fully custom generative AI models trained on their own branding, intellectual property and data.
Built atop Adobe’s existing Firefly model family — first unveiled in 2023 and trained exclusively on licensed data — the Adobe AI Foundry service expands those capabilities to create text, image, video and even 3D-scene generation fine-tuned for each customer’s IP.
Unlike traditional Adobe licenses, the new service is priced on usage rather than by seat, reflecting the high scale and flexibility required for generative content operations.
Hannah Elsakr, Vice President of Generative AI & New Business Ventures at Adobe, said the move was in direct response to enterprise demand for deeper customization. “The enterprise has asked us to come in and advise, partner with us, be our premier creative-marketing AI partner,” she told TechCrunch.
According to Adobe, since launching Firefly, enterprises have already used it to create over 25 billion assets — a strong indicator of the platform’s traction.
Early adopters include major brands such as Home Depot and Walt Disney Imagineering, which are leveraging the Adobe AI Foundry service to maintain brand consistency at scale across campaigns, languages and formats.
Beyond content creation, the Adobe AI Foundry offering also addresses legal and IP risk — Adobe emphasizes that training is performed on licensed brand data and that models remain brand-protected.
With enterprises demanding more specialized AI solutions rather than generic models with broad training, Adobe’s Foundry positions the company strongly against rivals like OpenAI and other generative-AI providers. It signals a shift from one-size-fits-all AI to brand-centric, legally-safe, enterprise-grade AI models.
As more sectors embrace generative AI workflows, the ability to keep content on-brand, secure and compliant will be a key differentiator. For Adobe, this launch represents an important piece of its long-term enterprise strategy.