Adobe and Disney Partner to Develop AI-Powered Creative Tools

Adobe and Disney have entered into a multi-year strategic alliance to develop artificial intelligence (AI)-powered creative tools and explore new applications of the technology across Disney’s creative, production and development operations. The collaboration will combine Adobe’s AI and media technologies with Disney’s intellectual properties to create artist-led, commercially safe and production-ready creative assets.

Under the agreement, Adobe will provide Disney with early access to technologies including Adobe Firefly, Firefly Foundry, Premiere and Photoshop. The partnership will also bring dedicated engineering and research resources to support Disney’s production workflows.

Adobe Firefly Foundry to Develop Custom AI Models for Disney

A key part of the Adobe-Disney partnership is the development of customised generative AI models through Adobe Firefly Foundry. These models will be tailored to Disney’s intellectual properties, drawing on information about its characters, environments and visual styles.

The companies intend to follow a human-centred and artist-led approach, with the aim of helping creative teams develop assets that are suitable for commercial use and production environments.

Walt Disney Imagineering Research & Development is already using Firefly Foundry to explore new creative applications for its theme parks. These include a sketch-to-image model that transforms hand-drawn concepts into rendered 2D concept art and a customised image model that generates assets aligned with Disney franchises.

AI Collaboration to Extend to Disney StudioLAB and ESPN Edge

The partnership will also involve StudioLAB, the innovation hub of The Walt Disney Studios, and ESPN Edge, the technology innovation centre of ESPN.

At StudioLAB, Adobe will work with Disney’s creative and technical teams to explore new workflows and develop prototype tools. The collaboration at ESPN Edge will focus on examining how AI can improve sports fan engagement, content delivery and access to ESPN’s archive.

The companies will also explore new ways to make archived sports content accessible to audiences.

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Adobe and Disney to Expand Strategic Collaboration

The alliance builds on a longstanding relationship between the two companies. Hannah Elsakr, Vice President, GenAI New Business Ventures at Adobe, said the collaboration marks a new phase in their relationship, with AI intended to support artistic vision, creativity and guest engagement.

Becca Vodnoy, Senior Vice President, Corporate Alliances at Disney, said the partnership would bring together their storytelling capabilities and brands with Adobe’s technology to give creative teams additional ways to develop ideas and experiences for audiences.

Beyond technology development, the agreement includes global marketing activities across Disney’s media platforms. Adobe will also participate in industry events, customer storytelling and thought leadership initiatives, including Adobe Summit and Adobe MAX.

Projects involving StudioLAB and ESPN Edge are already underway, with additional initiatives planned during the multi-year partnership. Adobe has also been named Disney Company’s Official AI Innovation Partner.