Adobe becomes Disney's official AI partner in multiyear deal

The Walt Disney Company and Adobe have entered a multiyear strategic alliance that designates Adobe as Disney's official AI innovation partner. The partnership provides Disney's creative teams with early access to artificial intelligence advancements, creative software, and media technologies. This move integrates emerging tools directly into Disney's core creative operations.

The relationship between the two companies dates back decades, with Adobe tools previously supporting content creation pipelines and marketing campaigns. The new agreement formalizes this history by expanding access to specific products. These include 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 allocate dedicated engineering and research resources to support Disney's production output.

A central element of the deal involves building custom generative AI models through Adobe Firefly Foundry. Disney is working with Adobe to create models tailored to its specific properties. These models are trained on unique world knowledge, including character attributes, environments, and visual styles. The goal is to produce commercially safe, production-ready assets that accelerate workflow while keeping the process artist-led.

Walt Disney Imagineering Research and Development is already using these tools in its theme park development pipeline. The team employs a sketch-to-image model to transform hand-drawn concepts into fully rendered 2D concept art. They are also using a custom image model to generate on-brand and franchise-accurate creative assets for new attractions. This process helps streamline the design phase for upcoming projects.

The collaboration extends to Walt Disney Studios' StudioLAB and ESPN's Edge Innovation Center. Adobe joins StudioLAB as an Innovation Partner, working alongside Disney creatives to prototype new storytelling tools. At ESPN Edge, the focus is on testing how AI can enhance fan engagement and shape content delivery. The partners also aim to find new methods to bring ESPN's extensive historical archive to life for modern audiences.

The partnership includes broader marketing and engagement strategies across Disney's media platforms. Adobe will increase its presence in both entertainment and sports sectors to connect with audiences. The companies plan to showcase innovation through global marketing activations and industry events involving Walt Disney World Resort, Disneyland Resort, Disney Cruise Line, ESPN Edge, and StudioLAB.

Becca Vodnoy, SVP of corporate alliances for Disney, stated that combining Disney's storytellers with Adobe's technology gives creative teams new ways to explore ideas. Hannah Elsakr, VP of GenAI New Business Venture at Adobe, described the agreement as the next chapter in a relationship that has supported Disney for decades. The announcement coincided with Adobe MAX 2026, taking place in Miami from November 10 to 12.