TLDR: Adobe has launched its AI Foundry service, enabling enterprises to develop custom generative AI models tailored to their specific brand guidelines and intellectual property. Built on Adobe’s Firefly models, this offering aims to accelerate content creation across various media types, mitigate legal risks, and provide a competitive edge in the evolving digital landscape. The service operates on a usage-based pricing model and has already attracted major clients like Home Depot and Walt Disney Imagineering.
Adobe announced on Monday, October 20, 2025, the launch of its new AI Foundry, a groundbreaking service designed to empower enterprises in building and deploying custom generative AI models. This initiative marks a significant step in Adobe’s strategy to help businesses move beyond AI experimentation towards tangible value realization, offering tailored solutions built on their unique intellectual property.
The AI Foundry is rooted in Adobe’s established Firefly AI models, which debuted in 2023 and are trained exclusively on licensed datasets. This foundation ensures that the outputs generated are not only ‘pixel-perfect’ and ‘brand-protected’ but also ‘ready for external use,’ addressing potential legal risks associated with generative AI content. The service allows companies to work directly with Adobe’s team of experts, including applied AI scientists and engineers, to co-develop bespoke models and use cases. These custom models can generate a diverse range of content, including images, video, audio, vector graphics, 3D formats, and text, all while adhering to a brand’s specific creative direction and design aesthetic.
Hannah Elsakr, Vice President of Generative AI New Business Ventures at Adobe, emphasized the strategic importance of this launch. “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,” Elsakr stated. She further added that these bespoke models provide “a secure creative foundation that enables companies to scale on-brand content and stay competitive in the attention economy.”
Early adopters of the Adobe AI Foundry include prominent brands such as home improvement retailer Home Depot and Walt Disney Imagineering, a division of The Walt Disney Company. Molly Battin, Chief Marketing Officer at Home Depot, commented on the collaboration, stating, “Adobe’s AI Foundry represents an exciting step forward in embracing cutting-edge technologies to deepen customer engagement and deliver impactful content across our digital channels.”
In a departure from its traditional per-user subscription model, Adobe is implementing a usage-based pricing structure for the AI Foundry, aligning it with cloud service providers and offering greater flexibility for varying enterprise needs. The company anticipates this new offering will serve as a significant new revenue growth stream and an evolution in its AI monetization strategy.
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This launch follows Adobe’s recent general release of its LLM Optimizer tool, which assists brands in tracking and measuring their visibility across various AI chatbots like ChatGPT, Gemini, and Claude. The introduction of AI Foundry comes at a time when the demand for content is surging, with a recent Adobe study indicating that nearly three-quarters (71%) of marketers expect content demand to grow more than fivefold by 2027. Adobe’s stock saw a slight increase in early trades following the announcement, despite ongoing market concerns about competition from other generative AI model developers like Google and OpenAI.
