Disney Partners with Adobe to Build Brand-Safe Custom AI Models

Disney and Adobe have announced a multi-year strategic partnership under which Disney gains early access to Adobe's new technologies and will use Firefly Foundry to train custom generative AI models based on its own characters, scenes, and visual styles, producing commercially usable, production-ready content.

The collaboration spans film production, theme parks, cruise lines, and ESPN content pipelines, emphasizing an artist-led approach to ensure brand safety and commercial compliance. Disney Imagineering is already using Firefly for theme park development, with plans to extend to studio creative processes. This comes as Disney pursues layoffs and a 20% annual cost-reduction target, highlighting its push for AI-driven efficiency.

Building on existing cooperation, the alliance marks a deep tie-up between a Hollywood giant and a creative software company in generative AI, setting an example for brand-safe, copyright-compliant custom models and potentially encouraging broader adoption across the entertainment industry.