Adobe has deepened its investment in artificial intelligence with the launch of Adobe AI Foundry, a new platform that enables enterprises to build custom generative AI models trained on their own branding and intellectual property.
The move marks a major step in Adobe’s strategy to dominate the enterprise creative technology space, bridging its decades-long expertise in digital design with the surging demand for brand-specific AI solutions.
The foundry, announced on Monday, allows companies to create tailored AI systems capable of generating text, images, videos, and even 3D scenes. These custom tools are built on top of Adobe Firefly — the company’s family of generative AI models introduced in 2023 and trained exclusively on licensed data to avoid copyright disputes. Through the foundry, Adobe collaborates with each enterprise to fine-tune Firefly models to reflect their unique brand identity and creative standards.
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Unlike Adobe’s traditional pricing structure, which is often based on user seats, the new foundry service will operate on a usage-based pricing model. This shift highlights Adobe’s move toward more scalable, enterprise-focused AI solutions designed to grow alongside client demand.
Hannah Elsakr, Adobe’s Vice President of Generative AI New Business Ventures, described the foundry as a natural extension of Adobe’s creative tools.
“This is elevating a lot of the capabilities we already had,” she told TechCrunch. “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 the launch of the Firefly models last year, enterprises have already generated more than 25 billion assets using the technology, according to Adobe. The new foundry offering builds on that momentum, allowing companies to integrate generative AI more deeply into their content pipelines and marketing strategies.
Elsakr explained that brands will be able to use custom Adobe models to automate large-scale campaign adaptation — for example, generating the same ad campaign for different seasons, languages, or regions without sacrificing visual or brand consistency.
“It’s highly personalized,” she 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.”
Still, Elsakr emphasized that Adobe’s goal is not to replace human creativity but to enhance it.
“Our stance is humanity is at the center of creativity and that can’t be replaced,” she said. “We have been for decades in the business of providing creative tooling that helps uplift narrative, storytelling, and your ability to envision and execute your creative vision. Firefly and Foundry are just the next evolution of giving you tools that elevate your ability to tell a story.”
The launch of Adobe AI Foundry comes amid intensifying competition in the generative AI space. Tech giants like Microsoft, Google, and OpenAI have rolled out enterprise-grade AI tools promising similar customization capabilities. However, Adobe’s longstanding reputation in design and content creation could give it an edge among marketing, media, and advertising professionals who require brand-safe, rights-cleared AI solutions.
The company appears poised to redefine how brands produce and scale digital content — while reinforcing its dominance in the creative software ecosystem.