Washington DC – November 19, 2025 – HUMAIN, a PIF company providing global full-stack artificial intelligence solutions, and Adobe (Nasdaq:ADBE), the world’s leading creative and marketing software company, today announced a partnership at the US-Saudi Investment Forum. This global partnership will redefine how cultural intelligence, creative tools, and AI infrastructure work together.
This pioneering partnership brings together a global creative and marketing software company and a leading sovereign AI company to build personalized generative AI models and AI-powered applications with a deep understanding of Middle Eastern culture and Saudi Arabia’s traditions, values, and religion. Together, the companies will develop a new generation of multimodal generative AI across audio, images, video, 3D, and digital twins, built on a foundation of authentic and culturally relevant datasets developed locally in the Arab world.
At the heart of this partnership is the fusion of HUMAIN’s “ALLAM” (Arabic’s first LLM), HUMAIN’s sovereign cloud and next-generation data center, and the Adobe Firefly Foundry model. Adobe Foundry will enable HUMAIN to create customized generative AI models specific to the Arab world and branded content for the companies it partners with. This combination provides culturally relevant, historically informed generative AI models that enable people in the Middle East and beyond to create visually striking and culturally nuanced content.
Across industries, these culturally intelligent and highly personalized models will unlock new frontiers of creative possibility. Potential use cases include:
- advertisement: Brands can finally create visuals and stories that reflect real Middle Eastern identities, traditions and environments, rather than generic global approximations.
- Movies and entertainment: Directors can generate historically accurate worlds, authentic local scenes, and characters that are true to location and culture, accelerating pre-visualization, ideation, and production.
- education: Students will be able to develop important creative skills such as digital communication, graphic design, video editing, and creative problem solving, which will enable them to fully contextualize historical events and linguistic materials, allowing them to create culturally grounded learning assets that have previously been impossible to generate at scale.
- Electronic games: Studios can build immersive worlds, culturally aligned stories, and realistic characters that resonate with regional gamers while raising global gameplay standards.
- Creating social media content: Creators can instantly create content that reflects their lived identities, from clothing to architecture to the nuances of language, reshaping the way millions of users express themselves online.
The generated AI content created from these new models is intended to reach millions of people through the Adobe creative, marketing, and document-based applications and tools they already use every day, including Adobe Acrobat, GenStudio, Photoshop, Express, Firefly, and Premiere. This has the potential to deliver creative intelligence that is more accurate, contextually relevant, and localized.
HUMAIN Chat allows users to generate culturally accurate creative output through natural Arabic conversations, and the models within HUMAIN Create power next-generation video, image, and 3D workflows with unprecedented scale and quality. With HUMAIN ONE, Adobe Experience Platform Agent becomes part of the HUMAIN Agent Marketplace, enabling autonomous content generation for government agencies, brands, production studios, and enterprises. At the same time, it aims to integrate Adobe products and services with HUMAIN’s own product ecosystem.
A key pillar of this partnership is the integration of HUMAIN’s first Arabic LLM, ALLAM, into Adobe’s global product suite. The companies are looking to integrate ALLAM, an Arabic language intelligence layer, across the Adobe Acrobat workflow, enabling deep, fluent, and culturally-based understanding of Arabic in some of the world’s most widely used productivity and content platforms.
In one of the strongest signs of Adobe’s commitment to the region, the company will become HUMAIN’s first global AI data center customer and leverage HUMAIN’s sovereign hyperperformance data center as part of its Firefly Foundry inference.
HUMAIN and Qualcomm will work together to deploy Qualcomm’s next-generation data center AI with AI200 and AI250 rack-level solutions to perform diffusion-based image and video inference at scale. This infrastructure supports HUMAIN and Adobe’s partnership to accelerate the transition to AI models specifically optimized for adoption. HUMAIN believes the future of images, video, and immersive content requires new architectures designed for real-time, ultra-low-latency creative generation. HUMAIN and Qualcomm are collaborating to deploy data center AI solutions and usher in the next era of global creative AI.
