Adobe on Jan. 27 announced new partnerships with talent management agencies, hybrid film studios, VFX studios and well-known film directors, aiming to expand adoption of its AI platform Firefly Foundry.

Firefly Foundry supports companies in working directly with Adobe engineers to build precise, IP-specific models. It can be used across content creation, from social content production and immersive experiences to ideation and video post-production. The company stressed that Firefly Foundry was developed responsibly and ethically from the start to protect creators’ rights and intellectual property (IP), and is based on commercially safe AI.

Among the companies Adobe partnered with, talent management agencies include Creative Artists Agency (CAA), United Talent Agency (UTA) and William Morris Endeavor (WME).

Hybrid and AI-native film studios include B5 Studios and Promise Advanced Imagination.

Design and VFX studios include Cantina Creative. Film directors include David Ayer (데이비드 에이어), who made the "Fast & Furious" and "Suicide Squad" films, and Jaume Collet-Serra (자움 콜렛 세라), who made "Black Adam" and "Jungle Cruise".

Through Firefly Foundry, Adobe Firefly AI models are optimized for proprietary brand and franchise content held by companies or IP owners. These models can comprehensively understand a brand or franchise’s creative universe and generate high-quality image, video, audio, 3D and vector outputs.