Adobe has been announced as Disney's "official AI innovation partner" as part of a multi-year strategic alliance aimed at supporting Disney's production pipeline via new technologies and experiences.
Through the expanded partnership, Adobe and Disney will explore new technologies, including "responsibly developed AI", to support Disney's creative teams.
“Disney has always embraced innovation, and this alliance with Adobe builds on a longstanding relationship between two companies that share a deep commitment to creativity,” said Becca Vodnoy, senior vice president of corporate alliances at the Walt Disney Company.
"By bringing together Disney’s world-class storytellers and beloved brands with Adobe’s technology, we have an exciting opportunity to give our creative teams new ways to explore and develop their ideas and bring Disney stories and experiences to life for guests and fans around the world.”
Magic Kingdom at Disney World features six themed lands, dozens of attractions and the iconic Cinderella Castle Disney
As part of the agreement, Adobe will provide Disney with early access to its latest AI, creative and media technologies for use across its theme parks and cruise line.
These include Adobe Firefly (generative AI for creatives), Adobe Firefly Foundry (proprietary AI models), Adobe Premiere (video editing) and Adobe Photoshop (digital imaging), alongside dedicated engineering and research resources.
With Adobe Firefly, Disney and Adobe will work on generative AI models tailored to Disney's "human-centered and artist-led" properties.
Walt Disney Imagineering Research & Development is already using Adobe Firefly Foundry to accelerate innovation across its theme park development pipeline.
This includes a sketch-to-image model that converts hand-drawn concepts into fully rendered 2D concept art, as well as a custom image model designed to generate "on-brand, franchise-accurate" creative assets.
Early access to Adobe tech
In addition, the Adobe and Disney alliance will also include collaboration on emerging technology development across Disney's StudioLAB innovation hub and the ESPN Edge innovation centre.
"Adobe and the Walt Disney Company have had a decades-long collaboration, where Adobe’s creativity, productivity and customer experience orchestration tools have supported everything from Disney’s content creation pipelines and workflows to personalized marketing campaigns and digital experiences that come to life in the parks,” said Hannah Elsakr, vice president of Adobe’s GenAI New Business Ventures division.
"Today’s announcement marks the next chapter of the relationship, where the two companies will build a new creative foundation that thoughtfully deploys AI as an accelerant for artistic vision, creativity and guest engagement."
