The partnership will give Disney ‘early access’ to AI tech for its resorts, cruise line, ESPN graphics, and more.
The partnership will give Disney ‘early access’ to AI tech for its resorts, cruise line, ESPN graphics, and more.
The Walt Disney Company has teamed up with Adobe to develop proprietary “artist-led” generative AI models to support Disney’s production pipeline. The multiyear partnership was announced today at Adobe’s MAX conference, and it will see Adobe providing Disney with early access to its latest technologies for everything from Disney’s theme parks and cruise line to ESPN content. Disney and Adobe will also collaborate “to explore emerging technologies, including responsibly developed AI,” according to Adobe’s press release :
With Adobe Firefly Foundry, Disney will work directly with Adobe on generative AI models tailored to Disney’s properties that are human-centered and artist-led. Customized on Disney properties, these proprietary models are trained on unique world knowledge (character attributes, environments, visual styles) to generate commercially safe and production-ready outputs, while accelerating work and enabling the development of more creative projects.
The announcement builds on the existing relationship between the two companies, with Adobe noting that Disney’s Imagineering R&D division is already using the Firefly AI platform for theme park development . Adobe will contribute to “expand internal creative workflows” at Walt Disney Studios and identify how AI can be used to shape ESPN content and “enhance the engagement with sports fans.”
This is the latest example of Disney embracing generative AI tools, following a previous deal with OpenAI and involvement with Character.AI’s bankruptcy . Bloomberg reported last week that Disney is gearing up to lay off thousands of staffers and targeting 20 percent annual cost savings, in what’s expected to be its fourth round of job cuts in 2026.
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