Design software developer Adobe has announced a new Artificial Intelligence product called Foundry. Designed for enterprise, Foundry takes Adobe’s Firefly Generative AI (GAI) model and trains it on clients’ assets and branding to spin up a bespoke version for their use. Using Foundry, brands will have a GAI machine explicitly tailored for them.
Foundry can generate text, images, video, and other assets, similar to the currently available Firefly tools in Creative Cloud, but it is further trained on an enterprise’s Intellectual Property (IP). Unlike the current iteration of Firefly, Foundry can create assets that conform to a brand’s specific guidelines rather than using prompts to generate conceptually close visuals and then having to tailor them to fit brand standards: think specific color palettes or even bespoke typography.
Adobe is opening a new front for its Firefly AI technology, targeting enterprise customers instead of individual creatives. Instead of trying to win over reticent creatives who might use GAI tools to replace tedious tasks, like Adobe’s Generative Background Fill, but want to maintain more control over content creation, the software giant is offering something much more expansive to marketers and advertisers who insist on brand consistency. Foundry’s explicit promise is speed and brand uniformity, which makes a tremendous amount of sense when you consider just how many visual elements a brand like PepsiCo or Heinz needs on a daily basis. However, the implicit promise is perhaps now having the ability to create branded assets without requiring a cadre of IRL designers and creatives to produce them.
