Adobe Unveils Firefly Foundry, an AI Model Designed to Protect Creators’ Rights

Adobe has released Firefly Foundry, a commercially safe artificial intelligence model intended to safeguard creators’ intellectual property rights. This solution is designed to meet the rapidly evolving creative demands in the film and VFX industries while protecting creators’ rights and original intentions.

Firefly Foundry utilizes Adobe’s commercially safe AI models that have been deeply customized with specific corporate or intellectual property owner-branded content and franchise materials. These models can generate high-fidelity images, videos, audio, 3D, and vector outputs by operating in a manner that fully understands the creative universe of each brand or franchise. Adobe stated, “Firefly Foundry helps the media and entertainment industry move faster while preserving artistic integrity, copyright, and ownership.”

This announcement came at the start of this year’s Sundance Film Festival. Adobe claimed that 85% of the films selected for this festival were produced using its technology, demonstrating the high level of trust the creative community places in Adobe’s solutions. For decades, Adobe has been at the core of film production, with numerous award-winning films edited, processed, and completed using its tools.

Key industry figures are supporting this product. Bryan Lourd, CEO of CAA (Creative Artists Agency), said, “Adobe recognizes the importance of protecting creators’ rights and intellectual property and is committed to building a responsible AI ecosystem. Firefly Foundry provides artists with commercially safe tools that expand their possibilities for creative expression.”

Sean Bailey, founder and CEO of B5 Studios—formerly in charge of film studio production at Disney—also expressed his support. He said, “Adobe has always valued the creative process and protected artists and the worlds they create. As a next-generation content and technology company focused on developing premium storytelling across films, television, and emerging formats, B5 Studios shares this commitment.”

Large agencies such as WME and UTA, which specialize in high-end video production, along with VFX studios like Cantina Creative, and directors including David Ayer of the “Fast & Furious” franchise and “Suicide Squad,” as well as Jaume Collet-Serra, director of “Black Adam” and “Jungle Cruise,” are also participating as partners.

Hannah Elsakr, vice president of Adobe’s new generative AI business unit, explained that Firefly Foundry emerged from collaborations with large enterprises that previously used less customized versions of the Firefly model. The older models had limitations in generating assets beyond static images or in fully understanding the nuanced aspects of clients’ intellectual property. Since Firefly Foundry is trained solely on intellectual property owned by clients, it overcomes these previous constraints.