Disney and Adobe to Build Custom AI Models for Disney Franchises

At Adobe’s MAX conference this week, Disney and Adobe (the folks behind Photoshop and Firefly) unveiled a “multi-year strategic alliance.” Under the deal, Adobe will build bespoke AI models for generating images and videos based on Disney IP — characters, locations, etc. This applies to Disney’s theme parks (which currently use Firefly with their Imagineering design teams), Walt Disney Studios movies, the Disney Cruise Line, and ESPN programming.

An AI model built solely from your own IP is less likely to produce another company’s characters or scenes that conflict with your brand. And for Adobe, securing one of the world’s biggest catalogues of movie and TV characters is a major validation of Firefly’s potential in the film and theme park industries, not just ad agencies.