The Walt Disney Company and Adobe announced a multi-year partnership to develop proprietary generative AI models tailored to Disney's operations. The deal, revealed at Adobe's MAX conference, gives Disney early access to Adobe's latest AI technologies for theme parks, cruise lines, ESPN graphics, and other production needs.
Under the partnership, Disney will work with Adobe's Firefly Foundry to create customized AI models trained on Disney's unique content. These models are designed to generate "commercially safe and production-ready outputs" while incorporating character attributes, environments, and visual styles specific to Disney properties.
Adobe will expand creative workflows at Walt Disney Studios and help identify how AI can enhance ESPN content and engage sports fans. Disney's Imagineering R&D division is already using Adobe's Firefly AI platform for theme park development.
The partnership builds on Disney's broader push into generative AI, which includes previous deals with OpenAI and involvement with Character.AI's bankruptcy. Bloomberg reported that Disney is preparing layoffs targeting 20 percent annual cost savings as part of its expected fourth round of job cuts in 2026.