Disney and Adobe have entered into a multi-year strategic partnership. The two parties will jointly develop customized generative AI models for Disney’s business and gradually introduce AI tools into areas such as theme parks, film and television production, and sports media, exploring AI applications in content creation, project development, and user engagement.
According to an announcement by both parties on Monday, the partnership will initially focus on accelerating project development for Disney Experiences, the division responsible for operating Disney’s theme parks, resorts, and cruise line businesses worldwide. At the same time, the two sides will use AI technology to support StudioLAB, Walt Disney Studios’ internal innovation hub, in exploring creative concepts.
In sports media, Adobe will help Disney use AI tools to enhance engagement between ESPN and sports fans and help more content from ESPN’s archives reach audiences.
On the technical side, the two parties will collaborate based on the Adobe Firefly Foundry platform, using Disney’s intellectual property (IP) to train customized generative AI models so they can generate content that can be used directly in actual production. These models will serve as Disney-exclusive private models and will not be made available to the public.
Currently, Walt Disney Imagineering, which is responsible for creative design, research, and development for Disney’s Experiences business, has deployed a custom image generation model and an AI model that can transform hand-drawn sketches into complete concept design drawings.
This partnership shows that Disney is pushing generative AI from a creative assistance tool into business production processes. At the same time, through exclusive models and IP training mechanisms, it is enhancing content production efficiency while strengthening control over intellectual property.
