Podcast Summary

Podcast: Bloomberg Businessweek
Episode: Adobe Launches Adobe Foundry Services in Next Big AI Move
Date: October 21, 2025
Hosts: Carol Massar, Tim Stenovec
Guest: Hannah Elsakar, VP of Gen AI New Business Ventures, Adobe

Overview

This episode takes a deep dive into Adobe's newest AI initiative—Adobe Foundry Services. The hosts, Carol Massar and Tim Stenovec, speak with Hannah Elsakar, Adobe’s VP of Gen AI New Business Ventures, about how the company is empowering enterprises to train brand- and copyright-safe generative AI models based on their own intellectual property. The discussion explores use cases, impacts on brand control, the evolving business model, and the broader significance of responsible AI in media creation.

Key Discussion Points and Insights

1. Adobe’s AI Ecosystem and the Role of Adobe Foundry

• Adobe is making a major move into generative AI for enterprises with the launch of Adobe Foundry.
• The service enables companies to deeply tune AI models using their own brand assets and intellectual property (IP), spanning images, video, 3D, vector, and audio applications.
• Emphasis on Adobe’s longstanding reputation for helping businesses create and manage branded, IP-protected content.

Notable Quote:
“Adobe AI Foundry really allows Fortune 2000 enterprises to deeply tune responsibly trained AI 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, 3D, vector, audio, all those things.”
— Hannah Elsakar [03:06]

2. Brand and Copyright Safety in Generative AI

• Unlike open, public AI models, Adobe’s models are designed for privacy and brand control.
• Content is created and kept within the company’s ecosystem, protecting proprietary IP.
• Adobe works with major brands (e.g., Home Depot, Disney) to co-develop custom AI workflows.

Notable Quote:
“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 in complex media creation.”
— Hannah Elsakar [05:09]

3. Real-World Use Cases

• Examples: Paramount+ and Gatorade used Adobe’s generative AI tools for audience engagement while tightly controlling branding and IP.
• Approach allows companies to hand creative power to fans in a responsible, brand-controlled manner.

Memorable Moment:
“Gatorade has put out an AI-powered Firefly model on their website and that's a way for them 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.”
— Hannah Elsakar [05:47]

4. Business Evolution and Revenue Model

• Adobe Foundry is positioned as a natural extension of Adobe’s AI trajectory, building on tools like Firefly.
• The business model is subscription-based and centers on ongoing partnership, rather than one-off consulting.
• As models and media types evolve (from images to video, 3D, etc.), Adobe continues to develop new solutions with its enterprise clients.

Notable Quote:
“This is an ongoing relationship...as new architectures and models come out, we'll continue that journey with them.”
— Hannah Elsakar [08:13]

5. AI, Creativity, and Authenticity Concerns

• Hosts express anxiety over how realistic AI-generated content is becoming and the implications for authenticity.
• Hannah frames AI as an enabler of human creativity—a “friendly intern” that enhances, not replaces, creative expression.
• Adobe embeds forensic watermarks and “content authenticity” technology to ensure transparency and traceability of AI-generated content.

Notable Quotes:

• “At the essence of what we believe is human creativity...These are new tools at the intersection of creativity that all of us are going to be able to figure out how to unleash our own narrative and storytelling. So think about it as a friendly intern to help you out.”
  — Hannah Elsakar [08:48]
• “Every single piece of data, every single piece of creative is stamped indelibly with a forensic watermark. So I don't think you'll be wondering from Adobe.”
  — Hannah Elsakar [09:22]

Timestamps for Important Segments

• [01:44] Opening banter & introduction to AI video tools (OpenAI Sora)
• [02:15] Introduction to Adobe Foundry and its purpose
• [03:06] How Adobe Foundry works and focus on IP protection
• [04:33] Use cases and enterprise integration
• [05:47] Brand-controlled public campaigns (Paramount+, Gatorade)
• [07:08] Adobe’s position as a trusted AI partner
• [08:13] Revenue model: ongoing subscription and partnership
• [08:36] Addressing AI anxiety—creativity, authenticity, and transparency
• [09:22] Watermarking and content provenance

Tone and Memorable Exchanges

• The conversation is friendly, insightful, and occasionally playful as the hosts admit to their “freaked out” reaction to the pace of AI.
• The guest, Hannah Elsakar, uses reassuring metaphors (“a friendly intern”) and underscores Adobe’s commitment to trust and authenticity.
• The episode closes on the importance of distinguishing real from fake content, with a nod to Adobe’s content authenticity measures.

Conclusion

This episode offers a comprehensive look at how Adobe is taking a responsible, enterprise-focused approach to generative AI, balancing innovation with control, trust, and brand safety. With clear examples and candid discussion, the conversation is both illuminating for business leaders and accessible to a broader audience curious about the next wave of AI-powered media creation.