Adobe has announced a collaboration with Walt Disney Imagineering to enhance the design and pre-production visualisation process for Disney Parks and Experiences through customised generative AI models.
The partnership will leverage Adobe Firefly Foundry, a platform that enables businesses to build proprietary AI models trained on their own licensed and brand-specific assets. The models will be customised using Disney Imagineering’s extensive design catalogue, enabling teams to generate franchise-accurate creative assets while maintaining brand consistency and safeguarding intellectual property.
“Storytelling is in Disney’s DNA. Empowering creators with the latest AI innovations is in ours,” said Hannah Elsakr, vice president, GenAI New Business Ventures at Adobe. "As the teams at Imagineering build new experiences for fans around the world, our tools and workflows will provide a creative foundation to explore bolder ideas and make the best ones a reality."
“At Imagineering, we've always believed technology and human creativity can work together responsibly," said Kyle Laughlin, SVP of R&D, Technology and Engineering at Walt Disney Imagineering. "Our work with Adobe lets us bring Disney stories and characters to life in our Parks faster, and with the emotional quality our guests expect.”
The initiative will support several workflows, including transforming hand-drawn sketches into detailed concept art, generating on-brand imagery for franchises such as Mickey Mouse, Frozen, Moana, Lilo & Stitch and Cars, as well as converting 2D designs into detailed 3D prototypes for planning and construction.
According to the companies, the technology will help Imagineers accelerate the journey from concept to execution, enabling faster iteration across attractions, hotels, cruise experiences and other projects while preserving Disney’s established creative standards.
The collaboration marks a significant step in the adoption of responsibly developed, brand-specific AI tools within the themed entertainment industry, combining Adobe’s creative technology expertise with Disney’s legacy of immersive storytelling.
