The news: Adobe’s new genAI model marketplace—Adobe AI Foundry—lets brands create bespoke versions of its Firefly AI model.

• The marketplace helps enterprise users train and deploy customized content-creation models by retraining Firefly’s base knowledge.
• The models can understand brands’ tone, style, and products, per VentureBeat, then generate content accordingly.

Why it matters: 60% of US B2B marketers use genAI for content creation, including for images and video, per Integrate and Demand Metric. Adobe’s AI Foundry can help those marketers keep up with content demands by creating a product campaign once then using a custom Firefly model to resegment and adapt the ad for different demographics, languages, or formats, per TechCrunch.

The models could also aid with audience customization by quickly creating multiple, personalized versions of campaigns.

Rather than inputting troves of IP and brand styling information for each prompt, the genAI models can work like agents—independently applying tone and product information to fine-tune outputs.

Zooming out: Adobe’s marketplace targets two of marketers’ biggest pain points—failure to personalize efficiently and fragmented content operations.

• Nearly half (47%) of the marketing leaders surveyed by Typeface said they still aren’t delivering true campaign personalization.
• Ad campaigns use an average of six vendors per campaign, and three-quarters of marketing leaders say their campaigns need between five and eight vendors and tools.

Yes, but: Full-service content creation platforms like Adobe AI Foundry could put ad agencies at risk by reducing brands’ reliance on them.

• 83% of marketing leaders said they would reduce agency spending if they could fully automate content creation, and 11% would stop using agencies entirely, per Typeface.
• Among teams that have successfully adopted agentic AI, 73% have already reduced their budgets for agency content creation.

Our take: Platforms like Adobe AI Foundry could help marketers create more relevant, personalized ad experiences across platforms. CMOs should treat model customization as a way to consolidate creative tools and vendors while scaling personalization at speed, using it to strengthen collaboration between in-house teams and agencies.