Adobe launched Adobe AI Foundry on Monday, a new offering that allows enterprises to work with the company to build custom generative AI models trained on their branding and intellectual property.

The Foundry’s custom models, which can produce text, images, video, and other mediums like 3D scenes, are built off Adobe’s Firefly family of AI models. These Firefly models were launched in 2023 and have been trained entirely on licensed data. Adobe’s Foundry service then fine-tunes these models for each customer using their intellectual property.

The Foundry service pricing is based on usage, as opposed to by seat like many of Adobe’s other products.

Hannah Elsakr, a vice president of generative AI new business ventures at Adobe, told TechCrunch the Foundry service was a natural expansion of the company’s enterprise AI products — and customers were asking for more customization.

“This is elevating a lot of the capabilities we already had,” Elsakr said. “The enterprise has asked us to come in and advise us, help us, partner with us, be our premier creative marketing AI partner on this.”

Since Adobe released its Firefly models in 2023, enterprises have used them to create more than 25 billion assets.

Elsakr said these custom models will help brands be able to better keep up with their advertising campaigns. A customer could create an ad campaign for a product once and use a custom Adobe model to help generate the same ad for different seasons, languages, or formats.

“It’s highly personalized,” Elsakr said. “We’ve been talking about personalized commerce for so long, but generative AI and Firefly make it possible to put the brand in the hand of the consumer in an on-brand way.”

Despite the capabilities of the new tools, Esakr said Adobe is not trying to replace human creatives by any means and rather just give them better versions of the tools they were already using to create their content.

“Our stance is humanity is at the center of creativity and that can’t be replaced,” Elsakr said. “We have been for decades in the business of providing creative tooling that helps uplift narrative, tell storytelling, your ability to envision and execute your creative vision. Firefly and Foundry are just the next evolution of giving you tools in the toolkit that elevate your ability to tell a story.”