Adobe unveils Firefly Foundry to build IP-safe generative AI models for studios

Adobe is expanding its Firefly AI ecosystem with a new offering called Firefly Foundry, pitched as a way for entertainment and media companies to use generative AI without risking third-party intellectual property violations. Timed with this year’s Sundance Film Festival, the initiative focuses on “private, IP-safe” omni-models built and trained specifically for individual clients such as studios, streamers, and talent agencies. (The Verge, Jan 22, 2026)theverge+1

Firefly Foundry differs from many mainstream generative AI models by restricting its training data to content that the client already owns or has rights to use. Instead of drawing on massive internet-scale datasets, Adobe’s engineers work with partners to build bespoke models that learn from studio libraries, brand assets, and franchise materials under clear licensing controls. The company says this approach is meant to enhance creative workflows while protecting ownership and artistic intent across the production pipeline. (The Verge, Jan 22, 2026)business.adobe+1

“This approach is meant to enhance creative workflows while protecting ownership and artistic intent across the production pipeline.”

The new models are designed to support a range of production tasks, from early concepting to final post-production. Adobe highlights use cases such as generating audio-aware video clips, 3D elements, and vector graphics that can drop into existing timelines and project files in applications like Premiere Pro and other Creative Cloud tools. By keeping everything inside a controlled, rights-cleared environment, studios gain the speed and flexibility of generative AI while maintaining stricter guardrails on how their IP is used and extended. (The Verge, Jan 22, 2026)letsdatascience+1

Firefly Foundry grew out of previous enterprise engagements where Adobe offered less customizable Firefly models trained on licensed stock and public domain material. Those earlier systems could reliably produce static images but struggled to reflect the visual language and narrative worlds of specific franchises. Executives say clients increasingly asked for models that truly understood their universes and characters, leading Adobe to develop a service that can be tuned deeply on proprietary catalogs while still following its established principles around responsible AI. (The Verge, Jan 22, 2026)theverge+1

For Hollywood, where legal exposure and brand control are constant concerns, the promise of IP-safe AI arrives at a sensitive moment. Recent industry labor disputes and ongoing debates over synthetic performers, AI-written scripts, and digital doubles have sharpened scrutiny of how training data is sourced and how credits and compensation are handled. By framing Firefly Foundry as a tool that stays within the boundaries of owned IP, Adobe is signaling that studios can modernize their pipelines without crossing current legal and ethical red lines. (The Verge, Jan 22, 2026)letsdatascience+1

Hannah Elsakr, Adobe’s vice president of generative AI new business ventures, has positioned the service as a natural step for large media companies already reliant on Adobe tools. She notes that enterprises have been asking Adobe not just for AI features, but for partnership on governance, safety, and long-term integration of generative systems into creative work. With Firefly Foundry, Adobe is betting that its track record with Photoshop, Premiere Pro, and other staples will help it become a default AI partner for the entertainment industry’s next phase of digital production. (The Verge, Jan 22, 2026)techzine+1

The move also reinforces Adobe’s broader strategy around content provenance and accountability. Previous Firefly products incorporated content credentials to document how AI-generated media was created, a feature that can support both transparency for audiences and auditability for rights holders. Extending that philosophy into customized, IP-bound models may give studios a clearer chain of custody for AI-assisted assets, an attractive prospect as regulators and industry bodies continue to refine standards around synthetic content. (The Verge, Sept 13, 2023; Jan 22, 2026)theverge+1

Looking ahead, Firefly Foundry positions Adobe in direct competition with newer AI startups offering tailored models for brands and media clients. However, Adobe’s deep integration with existing post-production and design workflows could prove a significant advantage, allowing editors, VFX teams, and marketers to experiment with generative tools inside familiar environments. If the service delivers on its IP-safe promise, it may help reshape how films, series, and campaigns are developed, with generative AI embedded across every stage but still operating within carefully negotiated rights frameworks. (The Verge, Jan 22, 2026)forbes+1

• Why it_Matters :
  • Offers studios a way to deploy generative AI trained only on rights-owned assets, potentially lowering legal risk around IP use.business.adobe+1
  • Integrates with Adobe’s existing creative suite, making AI-assisted production easier to adopt for established teams and workflows.theverge+1
  • Aligns with growing demands for provenance, transparency, and responsible AI in synthetic media and entertainment content.computerworld+1