The Walt Disney Company is working with Adobe to build generative AI models designed around its own creative work, the two companies said at Adobe’s MAX conference. Under a multiyear agreement, Adobe will give Disney early access to its newest technology. The tools are meant to support Disney’s production pipeline across its theme parks, cruise line, ESPN content and other operations.
The centerpiece is Adobe Firefly Foundry, through which Disney will work directly with Adobe on models tailored to Disney’s properties. Adobe described those models as human-centered and artist-led. They are customized on Disney properties and trained on world knowledge specific to the company, including character attributes, environments and visual styles, so they can produce commercially safe, production-ready output. Adobe said the approach is intended to speed up work and open the door to more creative projects.
The deal expands an existing relationship between the two companies. Disney’s Imagineering research and development division already uses the Firefly AI platform in theme park development, according to Adobe. Under the new partnership, Adobe will also help broaden internal creative workflows at Walt Disney Studios. The companies will additionally identify ways AI can shape ESPN content and improve engagement with sports fans. Adobe said the pair will explore emerging technologies together, including responsibly developed AI.
The announcement adds to Disney’s recent moves involving generative AI. Disney previously struck a deal with OpenAI and was involved in Character.AI’s bankruptcy. The partnership with Adobe comes as Disney faces pressure on costs.
Bloomberg reported last week that Disney is preparing to cut thousands of staff and is targeting 20 percent in annual cost savings. The reductions would be its fourth round of job cuts in 2026, according to that report.
For Adobe, the arrangement places its Firefly technology inside one of the largest entertainment companies in the United States, spanning parks, cruising, studios and sports broadcasting. For Disney, the partnership gives its artists and production teams early access to Adobe’s generative tools while the models are built around Disney’s own characters, settings and visual styles.
The companies did not disclose financial terms of the partnership.
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