Disney to build custom AI model in Adobe Firefly Foundry

The partnership builds on Adobe's push to offer enterprises custom generative AI through Firefly Foundry, which lets organizations train models on their own intellectual property. For Disney, this means moving beyond generic AI tools to a model that understands its specific characters, environments and visual styles—an approach that could help maintain brand consistency while accelerating creative work.

Early adoption is already visible inside Walt Disney Imagineering's research and development division, where a sketch-to-image feature is being used to turn hand-drawn sketches into detailed 2D concept art for theme park development. This suggests the collaboration is not just a future promise but an active effort to embed AI into Disney's production pipelines.

Beyond theme parks, the companies are testing workflows at StudioLAB and exploring fan engagement and archive footage use at ESPN Edge. These projects indicate that the partnership spans multiple Disney business units, with Adobe positioning itself as a key AI innovation partner across Disney's media platforms. The multiyear scope suggests a long-term bet on AI-driven creativity, though specific timelines and outcomes remain to be seen.