Adobe Continues Its Double Down on AI With Launch of Firefly Foundry

Adobe Launches Firefly Foundry

Following up on the many announcements and updates made to Firefly, Adobe’s generative AI ecosystem, which includes photo and video models, as well as new ways for solo creators to integrate outside AI models into their creation processes, Adobe has announced a new venture that appears to be aimed at providing solutions for some of the biggest corporations and IP owners in the world.

“Adobe has been part of the creative process for generations of filmmakers. Integrating Firefly Foundry into our workflow builds on that legacy by giving our artists the freedom to push ideas further, while giving co-production, client, and distribution partners confidence in how generative AI is being used.”- Jamie Byrne, co-founder, president and COO of Promise Advanced Imagination.

The goal of Firefly Foundry is to provide a way to integrate Firefly’s commercially safe AI models deeply into a company or IP owner’s unique, proprietary brand or franchise content. Those omni-models will be able to generate high-fidelity images, video, audio, 3D, and vector outputs with a complete understanding of a brand or franchise’s creative universe.

Who is This For?

So, just to make sure we’re on the same page here, it doesn’t sound like this is a solution being offered for us regular filmmakers or video editors. This sounds more like an enterprise-level play that will look good with larger companies and corporations.

Adobe has shared that several industry leaders are already set to be partners on this project, including:

• Talent agencies, including Creative Artists Agency, United Talent Agency, and William Morris Endeavor.
• Hybrid and AI-native film studios, including B5 Studios and Promise Advanced Imagination.
• Design and VFX studios, including Cantina Creative.
• Visionary directors, including David Ayer (“Fast and Furious”, “Suicide Squad”) and Jaume Collet-Serra (“Black Adam”, “Jungle Cruise”).

It’s also worth noting that one of the main goals, at least one shared in the announcement, is aimed at “protecting originality and the brilliant human ingenuity behind the work.”