Adobe to build custom AI models for businesses

Adobe announced a new service that enables large companies to create their own custom generative AI models. The offering, called the GenStudio Model Foundry, allows enterprises to train AI on their private data to produce content specific to their brand identity and product catalogs.

The service works by using a company's proprietary assets, such as images, brand guidelines, and design libraries, to fine-tune Adobe’s foundational Firefly models. The result is a private AI model that generates outputs that are consistent with the company's specific marketing and design language. Adobe has stated that each company's data is kept separate and is not used to train models for any other customer.

For example, a large apparel retailer could use the Foundry service to train a model on its entire clothing line and past marketing campaigns. This custom model could then generate new promotional images featuring its products for different seasons or regions, all while adhering to the brand's established visual style. The generated content would reflect the company's specific fonts, color palettes, and overall aesthetic.

This move positions Adobe directly in the market for enterprise AI solutions, where businesses seek more control over AI-generated content than general-purpose models can offer. While many platforms provide access to broad AI tools, the Foundry is designed to address the need for brand consistency at a large scale. The service is part of Adobe's wider GenStudio platform, which connects content creation with marketing and analytics tools.

By offering custom model development, Adobe leverages its established presence within corporate marketing and creative departments. The service provides a way for companies already using Adobe's Creative Cloud and Experience Cloud products to produce on-brand content. The adoption of the Foundry will likely depend on its ability to provide a clear return on investment for enterprises that require a high volume of specialized, brand-aligned creative work.