Starting with a bespoke AI model built with Adobe Firefly Foundry addresses this directly. Firefly Foundry starts with a commercially safe base model and trains further on a company’s IP, making it possible to produce content that genuinely reflects the team’s vision.

And to ensure that Firefly Foundry models truly represent the creatives at the helm, Adobe has partnered with film studios like Wonder Studios, Promise.ai, and B5 Studios, and the “big three” talent agencies CAA, UTA, and WME to deeply understand what it means (and what it takes) to build an IP-immersive model that keeps creatives at the center as these film studios and talent agencies scale their visions. These brand ecosystems can accelerate nearly every phase of the production process, from ideation and storyboarding to production and promotion, all while preserving artistry and authorship. And to power the next generation of creativity and content, Adobe has recently announced a strategic partnership with NVIDIA, delivering best-in-class creative control along with enterprise-grade, commercially safe content at scale.

Generic AI gives teams a starting point. But a model trained on a brand’s own IP gets them to the finish line, while still leaving room for the creative calls that matter most.

When agents become the audience

AI is not only reshaping how we create; it is reshaping how customers find and engage with brands entirely. According to Adobe Digital Insights, AI-powered shopping has surged 4,700%. Agentic web traffic is up 7,851% year over year. Yet, most businesses still have significant gaps in AI-led brand visibility. If content is invisible to AI agents, then a brand is invisible to customers.

Major League Baseball is ahead of this curve. Using Adobe LLM Optimizer, the league monitors how its content surfaces across AI interfaces and makes real-time adjustments to maintain visibility. As fans search for tickets, stats, or game-day experiences, the league ensures its brand shows up wherever that search is happening. And with Adobe’s recent acquisition of Semrush, brand visibility goes even further.

The agentic web created an entirely new content surface that did not exist two years ago, and this exponential proliferation of content illustrates precisely why scaled, on-brand content production has become a strategic imperative. A well-built agentic foundation offers full visibility into (and control over) every piece of content, from production to performance.

How to prepare for AI integration

Here are a few steps to get started:

Audit before automation. Content supply chains usually include duplicated processes, unclear ownership, and assets living in many different places. Before AI can accelerate anything, develop a clear map of how content moves through the organization today: who creates it, who approves it, where it lives, and where it breaks down. AI applied to a broken process just breaks it faster.