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

Netflix has unveiled the official trailer for the third and final season of its global sensation, Squid Game, set to premiere on June 27, 2025. The trailer teases an intense conclusion to the series, with returning characters facing new, deadly challenges.

The trailer reveals that Seong Gi-hun, known as Player 456, is drawn back into the lethal competition following a failed rebellion at the end of Season 2. Haunted by the loss of his closest ally, he appears more determined than ever to confront the sinister forces behind the games. Meanwhile, the enigmatic Front Man, Hwang In-ho, resumes his role overseeing the games, while his brother, detective Jun-ho, continues his perilous quest to uncover the truth
behind the deadly contest.

Season 3 introduces a host of new and returning characters, including Player 333, a cryptocurrency enthusiast; Player 388, a former Marine; Player 120, a former special forces soldier seeking funds for gender-affirming surgery; the mother-and-son duo of Player 149 and Player 007; Player 222, the pregnant ex-partner of Player 333; Player 125, a timid participant; and Player 124, the former best friend of the late Player Thanos. Additionally, the mysterious North Korean defector turned guard, No-eul, adds another layer of intrigue to the narrative. 

The trailer hints at new, perilous games, including team-based challenges set within a maze and the introduction of a new robot character named Chul-su, reminiscent of the infamous Young-hee doll from previous seasons. These games are designed to test the players’ morality and will to survive, pushing them to their limits.

As the series approaches its conclusion, creator Hwang Dong-hyuk emphasizes that this season will focus on Gi-hun’s transformation and the culmination of his journey. The narrative aims to explore the depths of human nature under extreme circumstances, bringing the story to a compelling and thought-provoking end. 

Squid Game Season 3 will be available for streaming on Netflix starting June 27, 2025.

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