Disney and Adobe partner to develop proprietary "artist-led" generative AI models using Adobe Firefly Foundry to support Disney's production pipeline

If you are a creator at Disney or a company using Disney's IP, the AI tools you use will now generate content specifically aligned with Disney's vast library and production needs.

The Walt Disney Company and Adobe have entered into a multiyear partnership to create custom generative AI models. These models, developed using Adobe Firefly Foundry, will be "artist-led" and tailored to Disney's specific intellectual properties. The collaboration aims to generate commercially safe, production-ready assets for Disney's diverse content pipeline, including theme parks, cruise lines, and ESPN. Disney's Imagineering R&D is already utilizing Adobe's Firefly AI for theme park development. This initiative signifies Disney's continued exploration and integration of generative AI tools across its entertainment and media operations, following previous engagements with companies like OpenAI.

This collaboration signals a significant trend towards large media companies developing bespoke generative AI solutions rather than relying solely on off-the-shelf tools. By utilizing Adobe Firefly Foundry, Disney aims to ensure that AI-generated content is not only creative but also "commercially safe" and aligned with their brand guidelines, addressing key concerns in the media industry.

The partnership implies that Adobe is positioning Firefly Foundry as a platform for enterprise-level customization in generative AI, moving beyond consumer-facing applications. For Disney, this proprietary approach could offer a competitive advantage in accelerating content creation and exploring new creative frontiers across its extensive media empire, while for Adobe, it solidifies their role as a key technology partner for major content producers.