Adobe is deepening its push into media and entertainment with new partnerships aimed at integrating Firefly Foundry—its enterprise-focused generative AI offering into filmmaking workflows from pre-production through post.
In a blog post authored by Hannah Elsakr, Adobe positioned Firefly Foundry as a way for studios, creators, and rights holders to scale content faster while maintaining creative control, authorship, and ownership. The company said Foundry builds on Firefly’s “commercially safe” models and is designed to be tuned to a company’s proprietary brand or franchise content, enabling outputs that align with a specific creative universe.
Adobe said its tools remain widely used across the industry, citing multiple Academy Awards for scientific and technical achievement and claiming that 85% of films premiering at this year’s Sundance Film Festival were created using Adobe tools.
Firefly Foundry is framed as a “brand-specific” approach to generative AI. Adobe said Foundry can be tuned on a brand or IP owner’s content to create what it described as “omni-models” that generate high-fidelity images, video, audio, 3D, and vector outputs consistent with the underlying franchise, style, and guidelines.
Adobe outlined several use cases it expects to resonate with studios and entertainment companies, including scaling short-form social content, supporting immersive and location-based experiences, accelerating ideation and storyboarding, enabling more flexible on-set creative iteration, and improving post-production efficiency through shot correction and scene polishing without reshoots.
The company also highlighted a growing roster of partners across talent agencies, studios, production and VFX, directors, and educational institutions. Adobe said participating talent agencies include Creative Artists Agency, United Talent Agency, and William Morris Endeavor, while studio and production collaborators include B5 Studios, Promise Advanced Imagination, Cantina Creative, and Wonder Studios. It also cited participation from directors David Ayer and Jaume Collet-Serra, and said it is working with Wonder Studios, Parsons School of Design, and Whistling Woods Film School on research and curriculum related to AI in creative fields.
Beyond entertainment, Adobe pointed to broader enterprise adoption, stating that 99% of Fortune 100 companies have used AI in an Adobe app. It added that brands including The Home Depot, HUMAIN, and Walt Disney Imagineering are already working with Firefly Foundry for complex media production across creative and marketing use cases.
KEY QUOTES:
“Adobe has always valued the creative process, championing artists and the worlds they bring to life… We’re thrilled to bring our creative and technical expertise to Firefly Foundry, advancing innovation that empowers artists and honors Adobe’s vision.”
Sean Bailey, Founder and CEO, B5 Studios
“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, Promise Advanced Imagination
“Adobe is a world-class technology company that recognizes the importance of protecting creators’ rights and intellectual property, and is committed to building a responsible AI ecosystem. Firefly Foundry empowers artists with commercially safe tools that expand the possibilities of creative expression, and we look forward to bringing these capabilities to our clients.”
Bryan Lourd, CEO and Co-chairman, Creative Artists Agency
“Logic Film Group was born from a shared belief that the creative filmmaking process can excel by embracing innovative tools and approaches… Leveraging Firefly Foundry’s responsible AI models can support us in finding new, efficient ways to operate throughout production — freeing our mindshare to focus on artistry.”
Jaume Collet-Serra, Co-founder, Logic Film Group; Film Director
“Parsons is proud to partner with Adobe on this exciting educational initiative that will help determine and shape the future of AI technologies and how they are utilized by creatives… Adobe’s mission and vision are deeply aligned with Parsons, and we look forward to seeing what our talented students develop with these new tools.”
Anne Gaines, Executive Dean, Parsons School of Design
“Our mission is to protect the soul of the work as tools evolve… Partnering with Adobe removes the friction between imagination and execution, allowing creators to enter true flow states. This unlocks new visual languages and stronger emotional bridges, driving what has the potential to become the most transformative era in creative history.”
Justin Hackney, CCO and Co-founder, Wonder Studios
