Adobe said on the 27th that it will expand collaboration with global artists and the entertainment industry through Firefly Foundry.
Firefly Foundry is a platform that allows corporations and intellectual property (IP) holders to work with Adobe engineers to build AI models specialized for their IP. It is designed to be used across the entire content production process, from rapid social content creation to immersive experience design, on-set ideation, and postproduction.
Adobe said the platform was developed on the premise of protecting creators' rights and IP, and operates based on commercially safe AI models.
Through Firefly Foundry, Adobe's Firefly AI models are optimized for the brand and franchise content of corporations and IP owners. According to Adobe, the models can generate images, video, audio, 3D, and vector outputs that comprehensively reflect the universe and creative style.
It said efficiency across the entire film production process can also improve. Studios can use short-form social content to raise brand awareness while expanding characters and stories, and still control how IP is expressed. It can also be used to create digital content for offline immersive experiences such as theme parks and pop-up spaces.
In the planning stage, directors and storyboard artists can visualize their creative intent more precisely, and on set they can efficiently secure a range of creative options. In postproduction, Adobe said scenes can be enhanced and overall quality improved without additional shooting.
Adobe aims for AI that augments rather than replaces creators and is expanding cooperation with the entertainment industry. It is currently partnering with major talent management agencies such as Creative Artists Agency (CAA), United Talent Agency (UTA), and William Morris Endeavor (WME), as well as hybrid and AI-native film studios, design and visual effects (VFX) studios, and global film directors.
Brian Lourd, Creative Artists Agency chief executive officer (CEO) and co-chairman, said, "Adobe is a technology company that recognizes the importance of protecting creators' rights and IP," and "Firefly Foundry enables artists to expand their creative expression through commercially safe tools."