Disney Partners with Adobe Firefly for Custom AI Models

Disney has entered into a multi-year partnership with Adobe to create generative models tailored for its franchises. The agreement includes early access to Adobe's new features and training on Disney's universes for ready-to-use and commercially safe content. This direction comes as Bloomberg reports thousands of job cuts and a goal of 20% annual savings, marking a fourth round of layoffs this year.

Planned Cuts and Recent Turnarounds at Disney

Disney plans to eliminate thousands of jobs and reduce its costs by 20% annually. This plan would represent a fourth round of layoffs for the year. The company had previously engaged with OpenAI before withdrawing. It has also been reported to be involved in the bankruptcy of Character.AI.

Parks, Studios, and ESPN Targeted for Initial Uses

Disney's Imagineering division, dedicated to research, is already utilizing Firefly in the development of theme parks. Adobe aims to expand the use of its internal creative processes to the Walt Disney Studios. The agreement encompasses the Walt Disney Studios' StudioLAB as well as the ESPN Edge innovation hub, with artificial intelligence designed to enhance fan engagement around ESPN's sports content and to open new uses for ESPN's archives.

Early Access and Models Trained on Disney Universes

A multi-year collaboration has been established between Disney and Adobe, officially announced at Adobe's MAX conference, to design customized artificial intelligence tools. The agreement provides Disney with the opportunity to preview Adobe's latest technological innovations for its theme parks, cruise fleet, and ESPN content. According to Adobe, Firefly Foundry will be used to develop bespoke models that align with Disney's brand universes, trained on knowledge of its characters, environments, and visual styles, with the aim of delivering production-ready and commercially safe results.