Disney and Adobe partner on custom generative AI tools
Disney announces a multiyear partnership with Adobe at the MAX conference to develop custom generative AI models for its parks, cruise line, and ESPN.
Stock photo for illustration only, not from the actual event
- Disney teams up with Adobe to develop proprietary artist-led AI models
- Multiyear partnership grants Disney early access to cutting-edge tech
- Technology will support theme parks, cruise lines, and ESPN content
- Utilizes Adobe Firefly Foundry trained on Disney's unique world knowledge
The Walt Disney Company has teamed up with Adobe to develop proprietary artist-led generative AI models designed to support Disney's production pipeline. Announced at Adobe's MAX conference, the multiyear partnership will provide Disney with early access to cutting-edge technologies for use across its theme parks, cruise line, and media networks.
The collaboration will also see both companies explore emerging technologies focused on responsibly developed artificial intelligence. The agreement expands upon an existing relationship that already involves Disney's Imagineering R&D division utilizing the Firefly platform for theme park development.
Stock photo for illustration only, not from the actual event
Through Adobe Firefly Foundry, Disney will work directly with Adobe to build customized generative AI models tailored specifically to Disney's properties. These models are trained on unique proprietary knowledge including character attributes and visual styles to generate commercially safe and production-ready outputs.
"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."
Adobe Press Release
In addition to theme parks, Adobe will contribute to expanding internal creative workflows at Walt Disney Studios and shaping ESPN content to enhance audience engagement. The announcement follows previous tech initiatives by Disney, including agreements involving OpenAI and Character.AI.
This partnership highlights how legacy entertainment giants are securing customized enterprise AI solutions to protect their intellectual property rights. By training models exclusively on internal assets, companies aim to bypass the legal uncertainties surrounding public generative AI datasets while accelerating internal production pipelines.
Source: The Verge
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