The Walt Disney Company has entered a multiyear partnership with Adobe to develop proprietary generative AI models that the companies describe as artist-led, with the goal of supporting Disney's production pipeline. The deal was announced on Sunday at Adobe's MAX conference.
Under the agreement, Adobe will give Disney early access to its latest technologies for a wide range of uses, from the company's theme parks and cruise line to ESPN content. The two companies also plan to collaborate on exploring emerging technologies, including what Adobe's press release called responsibly developed AI.
Central to the arrangement is Adobe Firefly Foundry, through which Disney will work directly with Adobe on generative AI models tailored to Disney's properties. The companies say these models are designed to be human-centered and artist-led.
According to Adobe, the custom models will be trained on Disney's own properties and unique world knowledge, including character attributes, environments and visual styles. The aim is to generate outputs that are commercially safe and ready for production, while speeding up work and making it possible to develop more creative projects.
The announcement builds on an existing relationship between the two companies. Adobe noted that Disney's Imagineering research and development division is already using the Firefly AI platform for theme park development.
Adobe will also contribute to expanding internal creative workflows at Walt Disney Studios. In addition, the companies will look at how AI can be used to shape ESPN content and enhance engagement with sports fans.
The deal marks the latest step in Disney's embrace of generative AI. It follows a previous agreement with OpenAI and the company's involvement with Character.AI's bankruptcy.
It also arrives during a period of cost cutting at Disney. Bloomberg reported last week that the company is preparing to lay off thousands of staffers and is targeting 20 percent annual cost savings, in what is expected to be its fourth round of job cuts in 2026.
