Disney and Adobe will build custom AI tools trained on Disney's own characters and styles, for parks, its cruise line, ESPN graphics and film work.
Disney is teaming up with Adobe to build its own generative AI tools, which are programs that create images and video from written instructions. The multiyear partnership was announced on November 9, 2026, at Adobe's MAX conference.
Adobe will give Disney early access to its latest technology. Disney plans to use it for theme parks, its cruise line and ESPN content. Through a product called Adobe Firefly Foundry, the two will build models tailored to Disney's properties. Adobe says they are trained on character attributes, environments and visual styles, and are meant to produce "commercially safe and production-ready" results. Both companies call the approach "artist-led."
Disney's Imagineering R&D division already uses Adobe's Firefly platform for theme park development. Adobe will also help expand internal creative workflows at Walt Disney Studios and look at how AI can shape ESPN content.
This follows an earlier Disney deal with OpenAI and its involvement with Character.AI's bankruptcy. Bloomberg reported last week that Disney is preparing to lay off thousands of staff and is targeting 20 percent annual cost savings. It would be the company's fourth round of job cuts in 2026. The material does not link those cuts to this deal.
Still unclear: which parks, ships or ESPN features will use AI-made content, when that will happen, and whether audiences will be told.
Expect more AI-assisted content from Disney in parks, shows and ESPN, though the details and timing have not been shared.
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