Disney and Adobe Forge AI Pact: New Tools for Storytelling

The Walt Disney Company and Adobe have entered a multiyear strategic alliance that positions Adobe as Disney's official partner for artificial intelligence innovation. The agreement provides Disney's creative teams with early access to the latest advancements in AI, creative software, and media technologies. This new arrangement formalizes a relationship that has spanned several decades, shifting the focus toward integrating emerging tools directly into Disney's operational pipeline.

Under the terms of the deal, Disney will gain access to Adobe's core product suite. This includes Adobe Firefly for generative AI, Adobe Firefly Foundry for proprietary models, Adobe Premiere for video editing, and Adobe Photoshop for digital imaging. Adobe will also assign dedicated engineering and research personnel to work on streamlining Disney's production processes. These resources are intended to support the creative output of Disney's various divisions by reducing technical friction in daily workflows.

A central element of the partnership involves the creation of custom generative AI models using Adobe Firefly Foundry. Disney will collaborate with Adobe engineers to build models tailored to specific Disney properties. These models are designed to be artist-led and human-centered, trained on unique data regarding character attributes, environments, and visual styles. The objective is to produce outputs that are commercially safe and production-ready, thereby accelerating the workflow for creative projects.

Walt Disney Imagineering Research and Development is already applying these tools to theme park development. The team is using a sketch-to-image model that converts hand-drawn concepts into fully rendered 2D concept art. A separate custom image model is being employed to generate creative assets that align with specific brand standards and franchise accuracy. This technology helps streamline the design process for new attractions by allowing designers to iterate on visual ideas more quickly.

The collaboration extends to Walt Disney Studios' StudioLAB, a collaborative innovation hub where creative and technical talent prototype new ideas. Adobe has joined the program as a StudioLAB Innovation Partner. In this role, Adobe staff will work alongside Disney creatives to expand internal workflows and explore new storytelling methods. The goal is to turn experimental concepts into proven tools for the studio.

At ESPN, the partnership focuses on the ESPN Edge Innovation Center. This facility is dedicated to testing emerging technologies that impact sports storytelling. ESPN and Adobe plan to identify ways for AI to enhance fan engagement and influence how content is delivered. The collaboration also aims to find new methods to revitalize ESPN's extensive archive, ensuring that historical sports content remains accessible to modern audiences.

Becca Vodnoy, SVP of corporate alliances for Disney, stated that the partnership combines Disney's storytellers with Adobe's technology. She described the alliance as an opportunity to give creative teams new ways to explore ideas. The goal, she noted, is to bring Disney stories and experiences to life for guests and fans in innovative ways.

Hannah Elsakr, VP of GenAI New Business Venture at Adobe, described the relationship as entering its next chapter. She pointed out that Adobe's tools have supported Disney's content creation and marketing campaigns for decades. Elsakr added that the new agreement builds a creative foundation that deploys AI as an accelerant for artistic vision and guest engagement.

The companies announced the alliance during Adobe MAX 2026, Adobe's annual creativity conference. The event is taking place in Miami from November 10 to 12. The partnership will also influence marketing and engagement strategies, with Adobe increasing its presence across Disney's media platforms in both entertainment and sports sectors. Global marketing activations and customer storytelling initiatives will involve Walt Disney World Resort, Disneyland Resort, Disney Cruise Line, ESPN Edge, and StudioLAB.