Disney and Adobe Team Up to Build Custom AI Tools for Production

Models trained for Disney

Adobe will create AI models trained specifically for Disney. Rather than using off-the-shelf models, both companies will work on a system that understands the characters, styles, settings and other elements of Disney's films and series. The aim is for the AI to generate content that can be used in a real production environment while meeting Disney's standards.

The move also has a legal side. Many commercial models can easily generate images or video of Disney characters, but the company wants to work within the law. Disney sued Midjourney in mid-2025 for copyright infringement, which pushed companies such as OpenAI and Anthropic to add filters against content that could violate Disney's copyright.

First results in Imagineering

The first results are already appearing at Walt Disney Imagineering, the division that designs the theme parks. According to the companies, its R&D teams are using Firefly Foundry to speed up the concept phase, including a system that turns hand-drawn sketches into 2D concept art and another that generates visual assets aligned with Disney's brands.

The agreement will also extend to StudioLAB, the innovation lab of Walt Disney Studios, and to ESPN Edge, which experiments with new technologies for sports broadcasts. ESPN will explore how AI can improve the way stories are told and increase fan engagement.

Disney appears to be betting on a more controlled, specialized AI model than many peers. It will build systems trained on its own content and fitted to its creative processes, which means artists and designers working on new films and animated series will need to adapt to the new tools. The deal is reportedly Disney's first approach to another AI company after its arrangement with OpenAI fell short.