Together AI, which serves open models, announces a deal to use compute from Humain in Saudi Arabia, where it can bypass US backlash over data centers (Niko Gallogly/New York Times)

Adobe has announced an ambitious plan to offer free access to its AI-powered tools in Saudi Arabia, valued at over $4 billion, as part of an expanded partnership with the country's Ministry of Communications and Information Technology and the government-backed AI firm Humain. The initiative aims to provide over 27 million eligible Saudi citizens and residents with free access to Adobe Firefly Standard subscription tier, as well as Adobe Express Premium features, including a new image generation model tailored to Saudi culture.

The image generation model is a joint development between Adobe, Humain, and the Saudi sovereign wealth fund. This cutting-edge technology will enable users to create culturally aligned images using Arabic-language prompts, catering to the unique cultural nuances of the region. Adobe plans to roll out this free access by the end of 2026, marking a significant step in bolstering the development of AI tools for Arabic and the broader Middle East region.

This strategic partnership, which was initially announced in November, is expected to be instrumental in Adobe's growth strategy within the competitive design software industry. As smaller firms gain traction in this rapidly expanding market, Adobe's commitment to enhancing its AI capabilities in the region could prove to be a decisive factor in maintaining its market leadership.