Adobe and The Walt Disney Company have announced a multi-year strategic alliance that will seek to enhance creativity, innovation and the art of storytelling through new technologies and experiences. Thus, Adobe becomes Disney’s innovation partner and will make it easier for its teams to explore concepts and develop creative ideas.
As the technology firm explains in a statement, as part of the collaboration Adobe will provide the entertainment company with early access to the latest AI, creative and multimedia technologies, to support its production processes. This includes Adobe Firefly (generative AI for creatives), Firefly Foundry (custom AI models), Premiere (video editing), and Photoshop (digital imaging), along with specific engineering and research resources.
The models will be trained based on Disney’s creative universes
Specifically, through Adobe Firefly Foundry, Disney will collaborate directly with Adobe in the development of generative AI models adapted to its intellectual properties, which will be “people-centered and artist-led“, according to the companies. These models will be customized from Disney’s intellectual properties, and will be trained with specific knowledge of their creative universes, that is, character characteristics, environments and visual styles. The objective is to generate results suitable for commercial use and ready for production, in addition to streamlining the work.
As Adobe explains, Walt Disney Imagineering Research & Development, the company’s research, innovation and technology division, already uses Firefly Foundry for idea generation in theme park development processes. This includes a model that transforms hand-drawn concepts into fully rendered 2D art, as well as a custom image model that generates creative assets that are brand-aligned and true to each franchise.
On the other hand, the alliance between Adobe and Disney will also include collaboration in the development of emerging technologies through StudioLAB, the collaborative innovation center of The Walt Disney Studios, with the intention of exploring and expanding internal creative workflows.
The agreement also involves ESPN Edge, a division specialized in the application of new technologies to sports media and broadcasts. Adobe’s participation will identify ways in which AI can improve interaction with sports fans and the way ESPN delivers its content.
On the other hand, and as part of the alliance, Adobe will expand its presence on Disney’s media platforms to connect with entertainment and sports audiences. The collaboration will also materialize in events such as Adobe Summit, Adobe MAX and other large conferences in the sector; as well as in campaigns
global marketing, customer stories and other initiatives.
“Adobe and The Walt Disney Company have been collaborating for decades, and during this time Adobe’s creative, productivity, and customer experience management tools have been behind everything from processes and flows
from Disney content creation work to the personalized marketing campaigns and digital experiences that come to life in the parks”, commented Hannah Elsakr, Vice President of GenAI New Business Ventures in
Adobe. “Today marks the beginning of a new stage in this relationship, in which both companies will lay new foundations for creativity through thoughtful use of AI to enhance artistic vision, creativity and interaction with visitors.”.
““Disney has always been committed to innovation, and this alliance with Adobe builds on a long relationship between two companies that share a deep commitment to creativity.”said Becca Vodnoy, Senior Vice President of Corporate Alliances at The Walt Disney Company. “By putting Adobe technology at the service of Disney’s great storytellers, we have a unique opportunity to offer our creative teams new ways to explore and develop their ideas, and bring Disney stories and experiences to life for
visitors and fans from all over the world”.
