Disney bets on Adobe's Firefly to create brand-safe AI models for its entertainment empire

Disney and Adobe announced a multi-year partnership at Adobe's MAX conference, under which Disney gets early access to new Adobe technology for its theme parks, cruise line, and ESPN content. Adobe will use Firefly Foundry to build custom models trained on Disney characters, environments, and visual styles to produce commercially safe, production-ready output, while Disney's Imagineering division already uses Firefly for theme park development. The deal also covers Walt Disney Studios' StudioLAB and ESPN Edge, where AI is meant to boost fan engagement for sports content and unlock new uses for ESPN's archive.