Disney and Adobe partner on proprietary generative AI models

Disney and Adobe are entering a multiyear partnership to create proprietary generative AI models for Disney’s production and creative operations. Jess Weatherbed reports for The Verge that Adobe will give Disney early access to new technologies across its studios, theme parks, cruise line, and ESPN business.

The companies plan to build customized models through Adobe Firefly Foundry, a service for organizations that want AI systems tailored to their own intellectual property and workflows. According to Adobe, the models will be trained on Disney-specific information, including character traits, environments, and visual styles.

Adobe says the goal is to produce outputs that are commercially safe and ready for use in production. Disney and Adobe describe the approach as human-centered and artist-led, meaning creative teams are expected to guide how the models are developed and applied.

AI across Disney’s business

The partnership extends beyond film and television production. Disney Imagineering Research and Development already uses Adobe Firefly for theme park development, Adobe says. The companies now plan to expand AI-supported internal creative workflows at Walt Disney Studios.

They also intend to examine potential uses for AI in ESPN content. Adobe says this work could focus on improving how sports fans engage with programming, though neither company has detailed specific products or features.

The agreement adds to Disney’s recent activity in generative AI. The company has previously reached a deal with OpenAI and has been involved in proceedings related to Character.AI’s bankruptcy. The new Adobe partnership comes as Bloomberg has reported that Disney is preparing further job cuts and is seeking annual cost reductions.