Adobe and The Walt Disney Company have entered a multi-year strategic alliance to explore artificial intelligence across Disney’s entertainment, theme park, cruise and sports businesses. Adobe will serve as an Official AI Innovation Partner, offering early access to its latest AI, creative and media technologies, along with dedicated engineering and research support. Disney teams will use Adobe Firefly, Firefly Foundry, Premiere and Photoshop.
Central to the deal is the development of proprietary generative AI models through Firefly Foundry, trained on Disney’s own character attributes, environments and visual styles. The companies say the approach is human-centred and artist-led, aimed at producing commercially safe, production-ready outputs while protecting creators and their work.
The technology is already in use. Walt Disney Imagineering Research & Development applies Firefly Foundry in its theme park pipeline, including a sketch-to-image model that turns hand-drawn concepts into rendered 2D artwork, and a custom image model for franchise-specific assets. The alliance also extends to Disney’s StudioLAB, which will prototype new storytelling workflows, and ESPN Edge, which will explore AI for fan engagement, content delivery and its archive.
Beyond technology, the partnership includes global marketing activations, event collaborations and customer storytelling across Walt Disney World Resort, Disneyland Resort and Disney Cruise Line. Adobe’s Hannah Elsakr called it a new phase in a decades-long relationship, while Disney’s Becca Vodnoy said it will give creative teams new ways to bring stories to audiences worldwide.
