Disney Partners with Adobe to Build Custom Generative AI Models via Firefly Foundry

Disney and Adobe announced a multi-year partnership on November 9, 2026, to co-develop proprietary generative AI models using Adobe Firefly Foundry. According to Reuters, the models are trained on Disney's intellectual property for private internal use, aiming to produce production-ready content. The initial phase spans three business areas: Disney Experiences (parks, resorts, and cruises), StudioLAB (Walt Disney Studios' concept exploration unit), and ESPN. Walt Disney Imagineering, which handles park design and R&D, is already using a custom image generation model and a sketch-to-image model for park design and early visualization. Kyle Laughlin, Disney's Senior VP of R&D Technology and Engineering, stated that these tools can shorten workflows from months to hours or days, speeding up iterations to reduce costly on-site construction changes while emphasizing they are not meant to replace jobs. The deal reflects Disney's strategy to deploy generative AI privately while safeguarding its IP.

Key takeaways

• Disney and Adobe signed a multi-year deal to train proprietary generative AI models on Disney IP via Firefly Foundry.
• The initial rollout covers Disney Experiences park operations, StudioLAB concept exploration, and ESPN.
• Walt Disney Imagineering has deployed image generation and sketch-to-image tools for early park design visualization.
• A Disney engineering executive stated the tools accelerate design iteration and curb late-stage construction changes without replacing jobs.