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ZDNET's key takeaways
Adobe assures its new AI model service is copyright-safe.
Foundry models leverage Firefly and are trained on brands' IP.
Tech companies are racing to deliver personalizable AI tools.
In the age of generative AI, quantity has become a lot easier than quality. New AI tools have made it easier than ever to generate virtually every kind of content at scale, but much of it is generic, low-grade, and fraught with copyright hazards and hallucinatory nonsense. Adobe is betting that businesses will be willing to pay more for AI services that are able to deliver both quantity and quality, responsibly.
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On Monday, the tech giant announced the launch of Adobe AI Foundry, a new program through which enterprise customers can access Adobe experts for help creating their own generative AI models, custom-made to adhere to their particular brand guidelines. The Foundry is built upon Firefly, Adobe's suite of flagship generative AI models, meaning brand partners can build AI tools that can generate text, image, audio, video, and more.
Commercially safe AI
By training bespoke Foundry models on a brand's IP, Adobe is positioning its new service offering -- and its brand more generally -- as a safer alternative to mainstream AI tools, such as OpenAI's Sora. That's because it assures its models are guaranteed commercially safe, meaning their training data has been properly sourced from creators, as opposed to just scraped up off the open internet.
"The only unlock to localization and personalization is responsible AI," Hannah Elaskr, vice president of genAI new business ventures at Adobe, told ZDNET in a briefing on Thursday.
Adobe is positioning AI Foundry as a way for brands to stand out within (and keep abreast of) a rising tide of AI-generated marketing content. On Thursday, the company published the results of a study which found that close to three-quarters (71%) of marketers surveyed said that the demand for content will grow more than fivefold between now and 2027.
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The idea is to provide marketers and designers with the means to quickly and cheaply generate all kinds of content at a pace that keeps up with this surging demand, while also doing so in a way that's consistent with their brands' unique identities.
"Teams need to ensure every new asset preserves the look and feel of their product portfolio, creative direction and design aesthetic," Adobe wrote in a press release.
Last week, Adobe also announced the general release of its LLM Optimizer tool, which helps brands track and measure their visibility across ChatGPT, Gemini, Claude, and other AI chatbots.
How to try it
Pricing for the Foundry will vary depending on the customer and type of service provided, an Adobe spokesperson told ZDNET.
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The push for personalization
AI Foundry is part of a broader effort throughout the tech industry to build AI tools whose outputs are tailored to the unique preferences of individual users or businesses. That's especially crucial as more AI image and video tools hit the market and brands want to keep their content unique while still scaling production with AI tools.
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But personalization isn't just for AI content, of course. On Thursday, for example, Anthropic introduced Skills for Claude, which gives users an extra measure of control over how the chatbot executes certain tasks. OpenAI CEO Sam Altman recently said that his company will focus more on delivering personalized AI tools.
The news from Adobe also arrives in the wake of multiple studies which have found that the vast majority of businesses' internal AI efforts have not delivered measurable results.