The Pulse

Adobe and Disney to build custom AI models for production

Adobe and The Walt Disney Company announced a multi-year alliance that includes custom generative AI models for Disney properties. Disney Imagineering is already using Adobe Firefly Foundry in theme-park development, while the companies are

AI.info Team · Written with AI · fact-checked · 2026-11-10

Custom models for Disney properties

Adobe and The Walt Disney Company have announced a multi-year strategic alliance that includes generative AI models tailored to Disney properties. The announcement, made November 9 at Adobe MAX, also covers creative and media technologies for Disney’s production pipeline, along with engineering and research support. Adobe says the tools are intended to help Disney teams develop ideas more quickly while protecting creators and their work.

The release names Adobe Firefly, Firefly Foundry, Premiere and Photoshop among the technologies that will be made available to Disney. Adobe describes Firefly as generative AI for creatives and Firefly Foundry as proprietary AI models. The alliance extends an existing relationship in which Adobe tools have supported Disney content workflows, personalized marketing and digital experiences in its parks, according to the announcement.

Tools for park development

With Firefly Foundry, Disney will work directly with Adobe on models built for Disney properties. Adobe says the models will be human-centered and artist-led, and trained on Disney-specific information such as character attributes, environments and visual styles. The company says this approach is intended to produce commercially safe, production-ready outputs while accelerating work and supporting the development of more creative projects.

Walt Disney Imagineering Research & Development is already using Firefly Foundry in the theme-park development pipeline, Adobe said. One tool converts hand-drawn concepts into rendered 2D concept art, while a separate custom image model generates creative assets that Adobe describes as on-brand and franchise-accurate. The announcement says the technology is being used to bring ideas into the pipeline more quickly.

Work with StudioLAB and ESPN Edge

The alliance also covers emerging-technology work at The Walt Disney Studios’ StudioLAB and ESPN Edge. StudioLAB is a collaborative innovation hub where creative and technical teams prototype ideas, with Adobe joining as an innovation partner to explore internal creative workflows alongside Disney staff. The release says the work is intended to turn experiments into tools and new storytelling opportunities.

At ESPN Edge, ESPN and Adobe will look at ways AI could increase engagement with sports fans, affect how ESPN delivers content and bring its archive to life in new ways. The center explores, tests and implements emerging technologies related to sports storytelling, according to the announcement.

Marketing and events

The companies also plan global marketing activations, industry-event collaborations and customer storytelling as part of the alliance. Adobe says it will expand its presence across Disney’s media platforms, and the relationship is expected to feature at Adobe Summit, Adobe MAX and other major industry conferences. Co-innovation projects with StudioLAB and ESPN Edge are already underway; the companies say additional activations and experiences will roll out during the alliance’s multi-year term.