Adobe's Firefly Foundry Gains Hollywood Backing for Safe AI Creativity

Adobe is rolling out Firefly Foundry, an AI platform that relies on 'commercially safe' models to generate high-fidelity images, video, audio, 3D and vector outputs anchored to a brand's universe, designed to speed productions while protecting artistry and ownership. Backed by top agencies (CAA, WME, UTA), B5 Studios, Promise Advanced Imagination, Cantina Creative and directors like David Ayer and Jaume Collet-Serra, the launch underscores a push to harmonize creativity and AI. The move comes as Sundance highlights Adobe-powered work (85% of festival selections) and Hollywood negotiates AI safeguards around copyright and labor.