Disney and Adobe have signed a multi-year agreement to develop customised generative artificial intelligence (AI) models aimed at improving operations across Disney’s theme parks, film studios and sports media businesses.
Announced on Monday, the partnership will initially focus on speeding up creative development at Disney Experiences, which oversees its theme parks, resorts and cruise lines, as well as supporting concept development at Walt Disney Studios’ innovation hub, StudioLAB.
The collaboration will also explore ways to use AI to improve fan engagement at ESPN and make more of its sports content archive accessible to audiences.
Under the agreement, the companies will use Adobe’s Firefly Foundry platform to develop private AI models trained on Disney’s intellectual property. The models are expected to generate production-ready creative content tailored to Disney’s requirements.
Disney’s research and development team, Walt Disney Imagineering, has already introduced AI-powered tools that can transform hand-drawn sketches into detailed concept artwork.
According to Disney executives, the technology could reduce creative development processes that previously took months to just hours or days. It could also allow designers to test multiple ideas more quickly and reduce expensive changes during construction projects.
Disney said the initiative is intended to support creative teams and improve efficiency, rather than replace employees.
The partnership comes as major entertainment companies increasingly explore generative AI to streamline production, improve content delivery and develop new experiences for audiences.
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