In an era where audiences consume content across more platforms than ever before, creators face unprecedented pressure to deliver fresh, relevant storytelling at increasing speed. Adobe is rising to meet this challenge with Firefly Foundry—a groundbreaking platform that partners with artists, studios, and talent agencies to power the next era of media and entertainment with commercially safe, ethically trained AI.

The Challenge: Scaling Creativity Without Compromise

Today's media landscape moves faster than ever. Movies, TV shows, short-form videos, and social media content compete for attention across an expanding universe of platforms. Audiences increasingly expect each interaction to be fresh, relevant, and resonant. For creators, directors, and entertainment leaders, this demand is both exhilarating and unrelenting.

The industry faces tough questions: How do we keep creativity at the center? How do we protect the creative universes artists build? How do we scale responsibly without compromising quality? Adobe's answer is Firefly Foundry—a platform designed to help the industry move faster while preserving artistry, authorship, and ownership.

Adobe's Legacy in Filmmaking

For decades, Adobe has stood at the heart of filmmaking. The company's technology has earned multiple Academy Awards for scientific and technical achievement, and acclaimed films across genres have been cut, shaped, and finished using Adobe tools. This year, an impressive 85 percent of films premiering at the Sundance Film Festival were created using Adobe technology—underscoring the trust the industry places in the company's creative platforms.

Putting the artist at the center has always been core to Adobe's ethos. This commitment is why Adobe intentionally chose to create commercially safe, ethically trained AI models—ensuring that innovation elevates rather than exploits creative work.

What is Firefly Foundry?

Firefly Foundry uses Adobe's commercially safe Firefly AI models, deeply tuned with a company or IP owner's unique, proprietary brand or franchise content. These omni-models can generate high-fidelity images, video, audio, 3D, and vector outputs with a complete understanding of a brand or franchise's creative universe.

Sean Bailey, founder and CEO of B5 Studios, explains the appeal: "Adobe has always valued the creative process, championing artists and the worlds they bring to life. At B5 Studios, we share that commitment as a next-generation content and technology company. We're thrilled to bring our creative and technical expertise to Firefly Foundry, advancing innovation that empowers artists."

Transforming the Filmmaking Process

Firefly Foundry unlocks new possibilities throughout the entire filmmaking lifecycle—from pre-production to post-production and beyond:

Storytelling at the Speed of Culture: Studios can increase mindshare by scaling fresh, short-form social content. Firefly Foundry enables companies to bring stories to life for broader audiences with additional characters and story arcs while ensuring creative control over how IP is presented.

Expanding Worlds Beyond the Screen: Brands continue investing in immersive in-person experiences, from amusement parks to pop-up venues. Firefly Foundry supports the creation of new content that brings stories to life across digital displays, mobile apps, and physical installations.

Transforming Ideation and "Fixing in Pre": Directors and storyboard artists gain more robust tools to bring ideas to life in the ideation stage, more accurately portraying their original vision before production begins.

Empowering On-Set Creativity: Directors and their teams can ensure they're getting the right creative options for their shot list as filming progresses, while ingesting and processing dailies with more efficiency.

Driving Efficiencies in Post-Production: Firefly Foundry helps editors and visual effects artists pick up shots, correct scenes, and polish final frames without costly reshoots.

Industry Leaders Choosing Adobe

Across entertainment, industry leaders are choosing Adobe because they want AI that elevates creators—not replaces them. They want a partner with technology that will help usher in a new era of responsible, AI-enabled storytelling.

Bryan Lourd, CEO and co-chairman of Creative Artists Agency, notes: "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."

Adobe is collaborating with a diverse group of partners eager to be at the forefront of this pivotal moment, including:

  • Talent agencies: Creative Artists Agency, United Talent Agency, William Morris Endeavor
  • Hybrid and AI-native film studios: B5 Studios, Promise Advanced Imagination
  • Design and VFX studios: Cantina Creative
  • Visionary directors: David Ayer ("Fast and Furious," "Suicide Squad"), Jaume Collet-Serra ("Black Adam," "Jungle Cruise")

Jaume Collet-Serra, co-founder of Logic Film Group, shared: "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."

Protecting the Soul of Creative Work

Jamie Byrne, co-founder, president, and COO of Promise Advanced Imagination, emphasized: "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 partners confidence in how generative AI is being used."

Justin Hackney, CCO and co-founder of Wonder Studios, added: "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."

Beyond Entertainment: Enterprise Applications

Firefly Foundry's impact extends beyond entertainment. Adobe is transforming every industry, helping teams move from AI experimentation to value realization. In fact, 99 percent of Fortune 100 companies have used AI in an Adobe app. Brands including The Home Depot, HUMAIN, and Walt Disney Imagineering are already working with Firefly Foundry to drive complex media production across creative and marketing use cases.

Education and the Next Generation

Adobe is also partnering with Wonder Studios, Parsons School of Design, and Whistling Woods Film School to develop research, educational resources, and curriculum focused on AI's role in creative fields—supporting the next generation of creators, artists, and filmmakers.

Anne Gaines, Parsons Executive Dean, said: "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. As a leader in design and technology, Adobe's mission and vision are deeply aligned with Parsons."

The Future is Creator-Led

Across the industry, the consensus is clear: AI will shape the future of storytelling, but the real differentiator will be how responsibly it's used to elevate the creative process. Adobe is committed to ensuring the future is shaped by and for creators.

Firefly Foundry represents more than technological advancement—it's a philosophical stance that human creativity, artistry, and vision remain irreplaceable. By providing commercially safe, brand-specific AI that respects ownership and authorship, Adobe is helping the entertainment industry navigate one of its most transformative moments with confidence and integrity.

Source: Adobe Blog