THE CRUNCH
Disney and Adobe have announced a multiyear partnership to develop proprietary, "artist-led" generative AI models for Disney's production pipeline. Unveiled at Adobe's MAX conference, the deal gives Disney early access to Adobe's latest technologies across its operations, from Walt Disney Studios and ESPN content to theme parks and the cruise line.
The models will be customised through Adobe Firefly Foundry and trained on Disney's own material, including character attributes, environments and visual styles, with the aim of producing commercially safe, production-ready outputs. Adobe's press release describes the approach as human-centred and artist-led, and the companies say they will also explore other emerging technologies, including responsibly developed AI.
There is already groundwork in place: Disney's Imagineering R&D division is using Adobe's Firefly platform for theme park development. Walt Disney Studios' StudioLAB and ESPN's innovation hub ESPN Edge are also part of the deal, with AI intended to boost fan engagement for sports content and unlock new uses for ESPN's archive.
It is the latest sign of Disney leaning into generative AI, though its record here is mixed: Disney previously struck a deal with OpenAI and then walked away from it, and was also involved in the bankruptcy of Character.AI. Bloomberg reported last week that Disney is preparing to lay off thousands of staff and targeting 20 percent annual cost savings, in what would be its fourth round of job cuts in 2026.