October 21, 2025 • 8 mins
Hannah Elsakr, VP & Head of GenAI Ventures at Adobe joins to discuss the establishment of Adobe Foundry Services, which enables businesses to work directly with Adobe and create tailored generative AI models and videos.
Hosted by Carol Massar and Tim Stenovec
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Episode Transcript
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Speaker 1 (00:02):
Bloomberg Audio Studios, Podcasts, radio news. This is Bloomberg Business
Week with Carol Masser and Tim Steneveek on Bloomberg Radio.
Speaker 2 (00:14):
Carol, have you played around with open AIS? Sora?
Speaker 3 (00:17):
Well, I'm gonna be quite honest with you.
Speaker 2 (00:19):
I wrote this, Okay, to be honest, that.
Speaker 3 (00:22):
Would be no, because I'm an honest kind of g hell.
But you just kind of shared it with me.
Speaker 2 (00:27):
I just invited you, I inte because I've heard about
it with you. Got five more people if you want,
if you're interested in creating some AI slop, what do
you have to be invited? I think this is just
what they do to control the number of people who
sign up for it in the beginning, because it's so
energy intensive. But I don't know exactly what right.
Speaker 3 (00:41):
Well, tell everybody, Tell tell them Tim, what's behind the
big doors.
Speaker 2 (00:45):
So I bring this up because Adobe is doing its
own thing with AI generated video and like Firefly for images.
What you remember from Adobe, We've talked about that for
a couple of years now. This is supposed to be
brand and copyright safe. The company out with this new
product is called Adobe AI Foundry, and it's essentially a
model that lets companies build their own GENAI models that
are trained on their own material. Hannah el Soccer is
(01:08):
vice president of Jenai New Business Ventures at Adobe. She
joins us from Queen's Hannah, Did I get that right?
Speaker 4 (01:14):
You got that right? Okay in Queens and I'm with
Adobe as well.
Speaker 2 (01:19):
So is that? But that makes sense? Right? Like the
way that you guys think about this is you create
you can use prompts to create copyright safe videos that
companies enterprises can use in marketing and in press materials. Correct.
Speaker 4 (01:36):
Yeah, so AI. You know, AI has been quite the
whirlwind these last couple of years, and Adobe AI foundry
really allows fortune two thousand enterprises to deeply tune, responsibly
trained A models rooted in their own brand and IP.
So we care a lot about IP protection on brand creation,
as you mentioned across image video, three D vector audio,
(01:59):
all those things.
Speaker 2 (02:00):
So what's the use case that you envision for these companies.
I think a lot of people are having trouble understanding
this new world, So you've got to break it down
for us in a way that's like, Okay, you're telling
your friend about it, who doesn't even know what you
do at Adobe, of.
Speaker 4 (02:13):
Course, and you know, a part of it is that
we are in an attention economy, and so the amount
of media that we all consume now, whether it's audio, radio, video, shorts,
is very high. And the key is being able to
represent the brand, represent the franchise in a way that's
(02:33):
responsible and on brand. That just takes a lot of
effort and a lot of time. And so the idea
of Adobe AI Foundry is that once we responsibly train
these brands where you protect your own IP, they can
be used in the Adobe products that marketers creatives are using,
like gen Studio, like Photoshop, firefly boards, Premiere Pro. These
(02:56):
are all part of the workflow in a creative and
marketing company. So it gives you trust, gives you precision
and creativity.
Speaker 2 (03:03):
So let's say a company uses the product that you're offering.
It's brand safe, they trained it on their own data,
they trained it on their own materials, they put it
out in the world. Then that becomes part of the
ecosystem that maybe some other model is trained on and
it's kind of on the loose. Now, is that possible.
Speaker 4 (03:24):
I don't think that's the use. That's a great question.
I don't think that's exactly the use case where no, I'm.
Speaker 2 (03:29):
Not saying it's the use case. I'm saying it's a
consequence of content being out in the wild whether we
like it or not. What we do is training AI models. Yeah.
Speaker 4 (03:40):
The way we think about it is these are enterprise
grade and IP protected and so therefore the use of
the leaders like the Home Depot Disney, they're co developing
this with us for their own use. This is not
about putting these models out in the wild per se.
This is about them being able to unlock new AI
workflows and that really lets them tailor what they're doing
(04:04):
in complex media creation.
Speaker 2 (04:06):
When you say their own use, couldn't they use it
on social media and say, okay, this is you know,
this is a way that we can connect with our
audience through Instagram or through TikTok or something. Creating one
of these videos and then it's out in the world.
Speaker 4 (04:17):
Yeah, I'll give you an example of one that Paramount
plus died last year. They put you know, the if
campaign out there. That's a way to let fandom drive
part of the brand, but they're using a responsible model
behind it. Same thing with Gatorade. Gatorade has put out
an AI powered firefly model on their website, and that's
(04:38):
a way for them to be able to control the brand,
put it in the hands of fandom, because we all
want to be part of the narrative now. So that's
the responsible approach that they both those brands decided to take.
Speaker 3 (04:49):
So put it out when they want, but they're also
creating kind of their own. It almost feels like private
set of images or IP as you said, that is
really for them to use and to control.
Speaker 1 (05:02):
Correct.
Speaker 4 (05:03):
Yes, I mean again, what you know, lots of these
companies have large IP that they have built over time
their beloved franchises that we know or brands that we know,
and they wanted to be in the driver's seat. So
they actually came to us and said, on this AI journey,
we trust Adobe. Adobe has been with us in marketing,
has been with us in creative We feel you have
(05:24):
a good AI approach to this and you're the one
that we want to partner with. So whether it's in
our products like Jen's Studio for performance marketing or photoshop,
like I said, we are part of the trusted workflow
that they're using and that's why they came to us.
Speaker 3 (05:38):
All right, So then let's talk about your business and
what this does to drive usage above and beyond what
enterprises are already doing with you.
Speaker 4 (05:49):
Sure, this is really just an evolution, a natural evolution
of our AI journey that started. Thank you for covering
the firefly image models in twenty twenty three. Businesses are
coming in US and saying, hey, we feel really good
about what we've been doing. The initial base models actually
didn't understand their IP. We consider that a future, not
a bug of those models, right, because we had licensed
(06:10):
to every piece that went in. And so as they've
moved up the customization spectrum, they are now asking for
world building and that is what Foundry as an AI
solution or Adobe AI Foundry offers them. And so we're
really pleased to have trust from the biggest fortune two
thousand brands out there.
Speaker 3 (06:29):
One of the things that we wonder is what's the
model is trained by one of your customers or clients.
Do they need to keep paying to use it or
is this a one time consulting type charge or ongoing
subscription revenue for you?
Speaker 4 (06:43):
Yeah, so there's always innovation. I think you see new
model releases are coming out all the time, and so
this is an ongoing relationship actually, you know, they've asked
us to be more like partners with them on this
long term journey. So there's evolutions of this both from image.
Maybe you're moving into video, we're moving into three D,
and of course as new architectures and models come out,
(07:04):
we'll continue that journey with them.
Speaker 2 (07:06):
You know, we only have about a minute left, But
I got to be honest, Carol and I are a
little freaked out by this technology and the implications of
it a lot and just how good it's going to
get convince us that we shouldn't be freaked out.
Speaker 4 (07:18):
I don't think you should be freaked out because at
the essence of what we believe is human creativity and
so tools like Photoshop. I'll just give you a quick
story when photoshop launched in the nineties, that was also
kind of a transformative thing, and it was not well embraced.
Now it's a verb to us. So these are new
tools at the intersection of creativity that all of us
(07:38):
are going to be able to figure out how to
unleash our own narrative in storytelling. But I'll read about
it as a friendly intern.
Speaker 3 (07:44):
Take you out ten seconds fifties that are we get
a moment, so we're like, wait, is that real or
is that fake? Like are we going to have a
hard time as it gets better and better just very quickly.
Speaker 1 (07:53):
Yeah.
Speaker 4 (07:53):
So we have content authenticity, which is part of our provenance.
Every single piece of data, every single piece of NAVE
is stamped indefinitely with a forensic warmack, So I don't
think you'll be wondering from a Jobe.
Speaker 3 (08:05):
So we'll have real Tim, real Carol, faint Carol, fake Tim.
Hannah really cool stuff, interesting Hannah Elsaka. She's vice president
of jen a I New Business Ventures at Adobe.
Bloomberg Audio Studios, Podcasts, radio news. This is Bloomberg Business
Week with Carol Masser and Tim Steneveek on Bloomberg Radio.
Speaker 2 (00:14):
Carol, have you played around with open AIS? Sora?
Speaker 3 (00:17):
Well, I'm gonna be quite honest with you.
Speaker 2 (00:19):
I wrote this, Okay, to be honest, that.
Speaker 3 (00:22):
Would be no, because I'm an honest kind of g hell.
But you just kind of shared it with me.
Speaker 2 (00:27):
I just invited you, I inte because I've heard about
it with you. Got five more people if you want,
if you're interested in creating some AI slop, what do
you have to be invited? I think this is just
what they do to control the number of people who
sign up for it in the beginning, because it's so
energy intensive. But I don't know exactly what right.
Speaker 3 (00:41):
Well, tell everybody, Tell tell them Tim, what's behind the
big doors.
Speaker 2 (00:45):
So I bring this up because Adobe is doing its
own thing with AI generated video and like Firefly for images.
What you remember from Adobe, We've talked about that for
a couple of years now. This is supposed to be
brand and copyright safe. The company out with this new
product is called Adobe AI Foundry, and it's essentially a
model that lets companies build their own GENAI models that
are trained on their own material. Hannah el Soccer is
(01:08):
vice president of Jenai New Business Ventures at Adobe. She
joins us from Queen's Hannah, Did I get that right?
Speaker 4 (01:14):
You got that right? Okay in Queens and I'm with
Adobe as well.
Speaker 2 (01:19):
So is that? But that makes sense? Right? Like the
way that you guys think about this is you create
you can use prompts to create copyright safe videos that
companies enterprises can use in marketing and in press materials. Correct.
Speaker 4 (01:36):
Yeah, so AI. You know, AI has been quite the
whirlwind these last couple of years, and Adobe AI foundry
really allows fortune two thousand enterprises to deeply tune, responsibly
trained A models rooted in their own brand and IP.
So we care a lot about IP protection on brand creation,
as you mentioned across image video, three D vector audio,
(01:59):
all those things.
Speaker 2 (02:00):
So what's the use case that you envision for these companies.
I think a lot of people are having trouble understanding
this new world, So you've got to break it down
for us in a way that's like, Okay, you're telling
your friend about it, who doesn't even know what you
do at Adobe, of.
Speaker 4 (02:13):
Course, and you know, a part of it is that
we are in an attention economy, and so the amount
of media that we all consume now, whether it's audio, radio, video, shorts,
is very high. And the key is being able to
represent the brand, represent the franchise in a way that's
(02:33):
responsible and on brand. That just takes a lot of
effort and a lot of time. And so the idea
of Adobe AI Foundry is that once we responsibly train
these brands where you protect your own IP, they can
be used in the Adobe products that marketers creatives are using,
like gen Studio, like Photoshop, firefly boards, Premiere Pro. These
(02:56):
are all part of the workflow in a creative and
marketing company. So it gives you trust, gives you precision
and creativity.
Speaker 2 (03:03):
So let's say a company uses the product that you're offering.
It's brand safe, they trained it on their own data,
they trained it on their own materials, they put it
out in the world. Then that becomes part of the
ecosystem that maybe some other model is trained on and
it's kind of on the loose. Now, is that possible.
Speaker 4 (03:24):
I don't think that's the use. That's a great question.
I don't think that's exactly the use case where no, I'm.
Speaker 2 (03:29):
Not saying it's the use case. I'm saying it's a
consequence of content being out in the wild whether we
like it or not. What we do is training AI models. Yeah.
Speaker 4 (03:40):
The way we think about it is these are enterprise
grade and IP protected and so therefore the use of
the leaders like the Home Depot Disney, they're co developing
this with us for their own use. This is not
about putting these models out in the wild per se.
This is about them being able to unlock new AI
workflows and that really lets them tailor what they're doing
(04:04):
in complex media creation.
Speaker 2 (04:06):
When you say their own use, couldn't they use it
on social media and say, okay, this is you know,
this is a way that we can connect with our
audience through Instagram or through TikTok or something. Creating one
of these videos and then it's out in the world.
Speaker 4 (04:17):
Yeah, I'll give you an example of one that Paramount
plus died last year. They put you know, the if
campaign out there. That's a way to let fandom drive
part of the brand, but they're using a responsible model
behind it. Same thing with Gatorade. Gatorade has put out
an AI powered firefly model on their website, and that's
(04:38):
a way for them to be able to control the brand,
put it in the hands of fandom, because we all
want to be part of the narrative now. So that's
the responsible approach that they both those brands decided to take.
Speaker 3 (04:49):
So put it out when they want, but they're also
creating kind of their own. It almost feels like private
set of images or IP as you said, that is
really for them to use and to control.
Speaker 1 (05:02):
Correct.
Speaker 4 (05:03):
Yes, I mean again, what you know, lots of these
companies have large IP that they have built over time
their beloved franchises that we know or brands that we know,
and they wanted to be in the driver's seat. So
they actually came to us and said, on this AI journey,
we trust Adobe. Adobe has been with us in marketing,
has been with us in creative We feel you have
(05:24):
a good AI approach to this and you're the one
that we want to partner with. So whether it's in
our products like Jen's Studio for performance marketing or photoshop,
like I said, we are part of the trusted workflow
that they're using and that's why they came to us.
Speaker 3 (05:38):
All right, So then let's talk about your business and
what this does to drive usage above and beyond what
enterprises are already doing with you.
Speaker 4 (05:49):
Sure, this is really just an evolution, a natural evolution
of our AI journey that started. Thank you for covering
the firefly image models in twenty twenty three. Businesses are
coming in US and saying, hey, we feel really good
about what we've been doing. The initial base models actually
didn't understand their IP. We consider that a future, not
a bug of those models, right, because we had licensed
(06:10):
to every piece that went in. And so as they've
moved up the customization spectrum, they are now asking for
world building and that is what Foundry as an AI
solution or Adobe AI Foundry offers them. And so we're
really pleased to have trust from the biggest fortune two
thousand brands out there.
Speaker 3 (06:29):
One of the things that we wonder is what's the
model is trained by one of your customers or clients.
Do they need to keep paying to use it or
is this a one time consulting type charge or ongoing
subscription revenue for you?
Speaker 4 (06:43):
Yeah, so there's always innovation. I think you see new
model releases are coming out all the time, and so
this is an ongoing relationship actually, you know, they've asked
us to be more like partners with them on this
long term journey. So there's evolutions of this both from image.
Maybe you're moving into video, we're moving into three D,
and of course as new architectures and models come out,
(07:04):
we'll continue that journey with them.
Speaker 2 (07:06):
You know, we only have about a minute left, But
I got to be honest, Carol and I are a
little freaked out by this technology and the implications of
it a lot and just how good it's going to
get convince us that we shouldn't be freaked out.
Speaker 4 (07:18):
I don't think you should be freaked out because at
the essence of what we believe is human creativity and
so tools like Photoshop. I'll just give you a quick
story when photoshop launched in the nineties, that was also
kind of a transformative thing, and it was not well embraced.
Now it's a verb to us. So these are new
tools at the intersection of creativity that all of us
(07:38):
are going to be able to figure out how to
unleash our own narrative in storytelling. But I'll read about
it as a friendly intern.
Speaker 3 (07:44):
Take you out ten seconds fifties that are we get
a moment, so we're like, wait, is that real or
is that fake? Like are we going to have a
hard time as it gets better and better just very quickly.
Speaker 1 (07:53):
Yeah.
Speaker 4 (07:53):
So we have content authenticity, which is part of our provenance.
Every single piece of data, every single piece of NAVE
is stamped indefinitely with a forensic warmack, So I don't
think you'll be wondering from a Jobe.
Speaker 3 (08:05):
So we'll have real Tim, real Carol, faint Carol, fake Tim.
Hannah really cool stuff, interesting Hannah Elsaka. She's vice president
of jen a I New Business Ventures at Adobe.
Hosts And Creators
Tim Stenovec
Carol Massar
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