Adobe and Disney ink multi-year strategic alliance to push AI storytelling

Adobe and The Walt Disney Company have announced a multi-year strategic alliance to advance creativity, innovation and storytelling through emerging technologies, including responsibly developed artificial intelligence (AI).

Announced at Adobe MAX, the collaboration builds on the companies’ longstanding relationship and will see Adobe work with Walt Disney World Resort, Disneyland Resort, Disney Cruise Line, ESPN Edge and StudioLAB. The alliance will also involve global marketing activations, industry events, thought leadership initiatives and customer storytelling.

As part of the agreement, Adobe will serve as an Official AI Innovation Partner of The Walt Disney Company, providing early access to its latest AI, creative and media technologies. These include Adobe Firefly, Firefly Foundry, Premiere and Photoshop, along with dedicated engineering and research resources to support Disney’s production pipeline.

A key focus will be the development of generative AI models tailored to Disney’s intellectual properties through Adobe Firefly Foundry. The proprietary models will be designed around Disney’s characters, environments and visual styles, with the companies aiming to deliver commercially safe, production-ready outputs while supporting artists and accelerating creative workflows.

Walt Disney Imagineering Research & Development is already using Firefly Foundry to explore applications in theme park development. These include a sketch-to-image model that transforms hand-drawn concepts into rendered 2D concept art, and a custom image model designed to generate on-brand, franchise-accurate creative assets.

The alliance will also extend to innovation initiatives at The Walt Disney Studios’ StudioLAB and ESPN Edge. At StudioLAB, Adobe will work with Disney creatives and technologists to explore new internal creative workflows and storytelling opportunities. At ESPN Edge, the companies will examine how AI can enhance fan engagement, content delivery and the use of ESPN’s archive.

“Today’s announcement marks the next chapter of the relationship, where the two companies will build a new creative foundation that thoughtfully deploys AI as an accelerant for artistic vision, creativity and guest engagement,” said Hannah Elsakr, vice president, GenAI New Business Ventures, Adobe.

Becca Vodnoy, senior vice president, Corporate Alliances, The Walt Disney Company, said the collaboration would bring together Disney’s storytellers and brands with Adobe’s technology, creating new opportunities for creative teams to develop ideas and bring stories and experiences to audiences worldwide.