Disney and Adobe Launch Multi-Year Partnership on Generative AI
Disney has entered into a multi-year partnership with Adobe to develop generative AI models tailored to its franchises. The agreement includes early access to Adobe's technologies and applications ranging from theme parks to ESPN, as the company has already ramped up its AI initiatives and is preparing for further budget cuts, according to a source.
Announced Cuts and Disney's AI Background
Disney is preparing to lay off thousands of employees, aiming for annual savings of 20%, which would mark a fourth round of layoffs by 2026, according to available reports. These measures come as Disney has already increased its initiatives in generative AI, including a deal with OpenAI and involvement in the bankruptcy of Character.AI.
Early Access and Target Use Cases of the Agreement
The agreement stipulates that Disney will have priority access to Adobe's recent technological innovations for purposes ranging from Disney theme parks and cruises to content creation for ESPN. Adobe will assist in expanding the internal creative processes of Walt Disney Studios and in identifying potential uses of AI to design content for ESPN as well as to enhance fan engagement. The two companies will also collaborate to evaluate new technologies, including responsibly designed AI.
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Proprietary Models via Firefly Foundry and Existing Use in Parks
Through Adobe Firefly Foundry, Disney and Adobe will jointly design generative AI models tailored for Disney universes, focusing on human input and driven by artists. These exclusive models will be trained on knowledge specific to the Disney environment, such as character traits, settings, or graphic styles, with the aim of producing commercially viable content that can be immediately utilized, while optimizing timelines and fostering the creation of more innovative projects. Disney's R&D branch, Imagineering, is already using Adobe's Firefly AI platform to design theme parks. The multi-year agreement was announced during Adobe's MAX conference.
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