The Information's TITV On the Ground at Adobe MAX 2025 | Oct 28, 2025
Oct 28, 2025
In a fascinating discussion, Rachel Thornton, Adobe's CMO, highlights CMOs' shift from SEO to LLMs and the importance of AI in marketing. Varun Parmar introduces Gen Studio as a revolutionary content supply chain solution, while Hannah Elsakr explains Firefly Foundry's deep tuning services for customized enterprise AI. Grant Owens emphasizes the transformative power of AI in advertising strategy, urging brands to embrace diverse content platforms. Val Carlson discusses the integration of AI in creative processes, addressing both opportunities and concerns around legal risks.
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Firefly Evolved From Safe Models To Foundry
- Hannah says Firefly started as commercially safe models tuned on licensed data across modalities.
- Customers then asked for deep brand knowledge, prompting Firefly Foundry's deep tuning service.
Deep-Tune Models For Brand Worlds
- Use deep tuning (Foundry) when you need a private model that fully understands brand IP and guidelines.
- Treat Foundry as a partnership that delivers a closed, enterprise-only model integrated into workflows.
Use Case Pricing Complements Subscriptions
- Offer use case–based pricing and embed Adobe experts to deliver continuous value for complex media needs.
- Combine subscription access with bespoke implementation for enterprises that need trained private models.