Adobe has rolled out a new service designed to help companies create personalized generative AI models.
Announced on October 20, 2025, the Adobe AI Foundry enables organizations to collaborate with Adobe in developing AI tools that are fine-tuned to their unique branding and proprietary data.
This innovative platform builds upon Adobe’s established Firefly AI models, which debuted in 2023 and rely exclusively on licensed datasets for training.
By incorporating a business’s own intellectual property, the Foundry customizes these models to generate a wide array of content, including text, visuals, videos, and even immersive 3D environments.
Unlike Adobe’s traditional subscription models that charge per user, the AI Foundry operates on a usage-based pricing structure, making it more flexible for varying enterprise needs.
According to Hannah Elsakr, Adobe’s Vice President of Generative AI New Business Ventures, this launch represents a logical progression from the company’s existing AI offerings.
She noted that businesses have been seeking deeper customization options. “We’re stepping up our game with features we’ve already refined,” Elsakr explained in an interview. “Companies are turning to us as their go-to partner for creative and marketing AI solutions.”
Since the introduction of Firefly, enterprises have leveraged it to produce over 25 billion digital assets, highlighting the demand for such technology.
How Adobe AI Foundry Enhances Marketing and Creativity
One of the key advantages of these bespoke models is their ability to streamline advertising efforts. For instance, a company could design a core campaign for a product and then use the AI to adapt it seamlessly for different seasons, languages, or media formats.
This level of personalization allows brands to deliver content that’s always on-message and consumer-focused.
Elsakr emphasized the transformative potential: “We’ve discussed personalized experiences in commerce for years, but now, with generative AI like Firefly, brands can truly engage customers in ways that feel authentic and tailored.”
Importantly, Adobe stresses that this technology is meant to augment human creativity rather than supplant it. “At the heart of innovation is human ingenuity, which remains irreplaceable,” Elsakr stated.
“For years, we’ve equipped creators with tools to bring their ideas to life. The Foundry is simply the latest advancement, empowering storytellers with even more powerful resources.”
Why This Matters for Enterprises in 2025
As businesses increasingly integrate AI into their operations, solutions like Adobe’s Foundry address a growing need for secure, brand-aligned generative tools.
With data privacy concerns on the rise, using models trained on licensed and proprietary information provides a safer alternative to generic AI platforms.
This move positions Adobe as a leader in the competitive AI landscape, where companies like OpenAI and Google are also vying for enterprise adoption.
By focusing on creative industries, Adobe leverages its strengths in design software to offer specialized services that could redefine how marketing teams operate.
