- DIS
- ADBE
The Walt Disney Company and Adobe have formed a multiyear partnership to develop proprietary generative AI models built specifically for Disney’s production pipeline, the companies announced at Adobe’s MAX conference. The deal gives Disney early access to Adobe’s latest technologies across its theme parks, cruise line, and ESPN content, with both companies describing the models as human-centered and artist-led.
The work centers on Adobe Firefly Foundry, which Disney will use to build generative AI models tailored to its own properties. According to Adobe’s press release, 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.”
Customizing the models on Disney properties is intended to keep outputs usable commercially while speeding up creative production.
The partnership extends a relationship the two companies had already established. Per Adobe, the Imagineering R&D division at Disney has been drawing on Firefly to develop its theme parks.
Under the new agreement, Adobe will contribute to “expand internal creative workflows” at Walt Disney Studios and help determine how AI can shape ESPN content and “enhance the engagement with sports fans.” The companies also said they will collaborate “to explore emerging technologies, including responsibly developed AI.”
The partnership positions Adobe’s Firefly platform at the center of Disney’s creative output, extending its reach from theme park design into studio production and sports broadcasting.
The agreement marks another step in Disney’s broader push into generative AI tools. The company previously struck a deal with OpenAI and has been involved with Character.AI’s bankruptcy.
The Adobe partnership arrives as Disney moves to cut costs across its operations. Bloomberg reported last week that the company is preparing thousands of layoffs and aiming for 20 percent in yearly savings, through what would mark a fourth round of job cuts during 2026.
We are keeping an eye out for details on which specific projects will be first to use the custom models and how the companies define their artist-led approach in practice.
