The Walt Disney Company has partnered with Adobe to build proprietary, artist-led generative AI models designed to support production workflows across Disney properties. Announced at Adobe’s MAX conference, the multiyear agreement grants Disney early access to Adobe’s newest technologies for projects ranging from theme parks and cruise lines to ESPN broadcasts.
Collaborating on Responsible AI
According to an Adobe press release, the two companies will explore emerging technologies centered on responsible artificial intelligence development. Through Adobe Firefly Foundry, Disney will collaborate directly with Adobe to create customized generative AI models tailored specifically to Disney properties.
These specialized models are trained on unique world knowledge, including character attributes, visual styles, and environments. The initiative aims to produce commercially safe and production-ready outputs while accelerating creative projects and internal workflows.
Expanding Use Across Walt Disney Studios and ESPN
This partnership expands upon an existing relationship between the two corporations. Adobe stated that Disney’s Imagineering R&D division already utilizes the Firefly AI platform to aid in theme park development.
Moving forward, Adobe will help expand internal creative workflows at Walt Disney Studios. The collaboration will also examine how artificial intelligence can shape ESPN content and boost engagement with sports fans.
This agreement follows other recent AI initiatives by Disney, including a prior deal with OpenAI and involvement with Character.AI’s bankruptcy, as Bloomberg reported that Disney is preparing for upcoming staff reductions and cost-saving measures.
