Theme parks, cruises and ESPN among Disney, Adobe’s focus as they build generative AI tools together

A multi-year AI partnership

Disney and Adobe announced their partnership at Adobe’s MAX conference. They plan to create proprietary generative AI models described as artist-led, intended to support Disney’s production pipeline. Adobe says the customized models will draw on Disney properties, including characters, environments and visual styles. The companies aim for outputs that are commercially safe and ready for production, while helping teams work faster and develop more creative projects.

Applications across Disney

Adobe will give Disney early access to its latest technologies for areas that include theme parks, the cruise line and ESPN. Disney’s Imagineering research and development division already uses Adobe’s Firefly AI platform for theme park development.

The companies also plan to expand creative workflows at Walt Disney Studios and assess how AI could shape ESPN content and engage sports fans. Their collaboration will include exploring emerging technologies, including responsibly developed AI.

Part of wider AI efforts

The agreement adds to Disney’s existing relationship with Adobe and follows other moves involving generative AI. Disney previously made a deal with OpenAI and was involved with Character.AI’s bankruptcy.

Bloomberg reported last week that Disney was preparing to cut thousands of jobs and seeking 20 percent annual cost savings. The report described the expected cuts as the company’s fourth round in 2026.