What is the Adobe and Disney AI partnership?

Adobe has become Disney’s “Official AI Innovation Partner” under a multi-year deal to build custom AI models trained on Disney’s characters, settings and styles. The companies announced the agreement Monday at Adobe MAX, Adobe’s creativity conference in Miami Beach. Neither company disclosed financial terms.

How does the Adobe deal build on Disney's earlier AI work?

The deal builds on work that started at Walt Disney Imagineering, the division that designs Disney’s theme parks. In June, Adobe showed Imagineering tools that turn rough sketches into concept art and generate images for franchises such as Frozen and Moana. Disney said those models were built on licensed and Disney-owned work. The new agreement takes that collaboration beyond the parks.

What will Adobe build for Disney's characters and worlds?

Under the partnership, Disney gets early access to Adobe products including Firefly, Photoshop and Premiere, along with its own team of Adobe engineers. Adobe will use Firefly Foundry, its tool for building private models, to train AI on Disney’s characters, worlds and art styles. Adobe says the resulting models will be “commercially safe.” That point carries some weight, since Firefly itself now also offers image models from OpenAI.

Adobe will also join StudioLAB, the test lab of Disney’s film studio. At ESPN, the companies will explore how AI can be used with fans and with the sports network’s archive. A good portion of the arrangement focuses on marketing, with a bigger Adobe presence across Disney’s media and promotions, at its parks and on its cruise ships.

Hannah Elsakr, Adobe’s vice president of generative AI new business ventures, described the agreement as “the next chapter of the relationship.” She said AI is being used “as an accelerant for artistic vision.”

The deal is Disney’s latest move into generative AI. In June, the company announced an AI advertising tool. In December 2025, Disney licensed more than 200 of its characters to OpenAI’s Sora video app. That arrangement came undone in March, when OpenAI shut Sora down.

Disney’s spending on AI is also taking shape in other ways. According to a court filing, the company plans to spend about $180 million over three years on staff it is hiring for Character.AI, a chatbot company.

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