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The Walt Disney Company and technology giant Adobe have announced a multi-year strategic partnership to combine creativity, storytelling and advanced artificial intelligence (AI) technology across Disney’s entertainment businesses.
The agreement, announced jointly in Miami Beach and Burbank during Adobe’s annual MAX conference, will bring Adobe’s generative AI technologies to Disney’s theme parks, cruise line, studio operations and ESPN Edge.
Under the partnership, Disney’s creative teams will use Adobe’s advanced AI tools, particularly Adobe Firefly and its proprietary Firefly Foundry platform, to accelerate creative development and improve production efficiency.
The customised AI models will be trained using Disney’s own characters, environments and visual styles, allowing artists and designers to generate creative assets more quickly while maintaining the company’s distinctive visual identity.
The technology is expected to help Disney’s theme park and cruise development teams transform hand-drawn sketches into detailed concept artwork, significantly speeding up the design process.
Disney’s research and development teams have already begun exploring the technology to turn ideas into practical concepts more efficiently.
Adobe will also work with Walt Disney Studios’ innovation centre, StudioLAB, and ESPN Edge, Disney’s sports-focused innovation initiative, to explore new applications of AI in entertainment and sports.
The collaboration is expected to create opportunities to improve sports storytelling, make better use of archival footage and increase fan engagement through innovative digital experiences.
The partnership builds on the companies’ long-standing relationship and reflects Disney’s efforts to integrate emerging technologies into its entertainment operations.
Technology analysts believe the collaboration could influence the future of the entertainment industry by bringing generative AI into creative production, theme park development and audience experiences.
