Disney taps Adobe to build custom AI for its theme parks, studios and ESPN

The Walt Disney Company and Adobe have announced a multi-year deal to build generative AI models trained on Disney’s characters, environments and visual styles. The partnership will extend the use of Adobe’s AI tools from early concept work at Disney’s theme parks to cruise development, studio production and sports coverage at ESPN.

The companies announced the deal at Adobe MAX in Miami Beach, where ET Digital is on the ground covering the conference.

How Disney is already using Adobe’s AI

Walt Disney Imagineering’s research and development team is already using Adobe Firefly Foundry to explore ideas for theme parks. One model turns hand-drawn sketches into fully rendered 2D concept art, giving designers a way to visualise ideas and compare different versions early in development. A separate model generates images that match the look of specific Disney franchises.


Under the agreement, Adobe and Disney will develop more proprietary models trained on details such as how characters look, what their worlds contain and the visual styles associated with different franchises. Adobe says artists will direct how the tools are used and that the models are designed to generate material suitable for commercial production.

Adobe, which becomes an official AI innovation partner to Disney, will also give the company early access to its creative and media tools, including Firefly, Premiere and Photoshop. It will provide dedicated engineering and research support to help Disney integrate those tools into its production workflows.

What the deal means for Disney Studios and ESPN

At Walt Disney Studios, Adobe will work with StudioLAB, the group that brings together creative and technical teams to prototype new production tools. At ESPN Edge, the companies will explore how AI could help ESPN make more use of its sports archives and find new ways to present content to fans. Adobe says work with both teams is already underway.

The agreement also includes joint marketing and industry events involving Disney’s parks, cruise line and media businesses. Adobe will expand its presence across Disney’s media platforms, with more projects and experiences expected to roll out over the course of the partnership.