Disney and Adobe partner to build generative AI tools for Disney

In short: Disney and Adobe say they will work together on custom generative AI tools that can create Disney-style images and graphics for work across the company.

What happened

Disney announced a multi-year partnership with Adobe at Adobe’s MAX conference. The companies say they will build proprietary “artist-led” generative AI models for Disney’s production pipeline, meaning the day-to-day process of making movies, shows, and other media.

Generative AI is software that can create new content, like images or text, from a prompt (like giving instructions to a very fast sketch assistant). Adobe says the work will involve “Adobe Firefly Foundry,” and that Disney will help shape models tailored to Disney’s characters, worlds, and visual styles.

Adobe also said Disney will get early access to Adobe’s newest AI technology. The partnership is meant to support a wide range of Disney businesses, including theme parks, the cruise line, Walt Disney Studios, and ESPN graphics and content.

Adobe’s press release says the goal is to produce “commercially safe and production-ready outputs.” In simple terms, that means AI-made results that Disney feels comfortable using in paid, public work, not just experiments.

Why it matters

This is another sign that big entertainment companies want AI tools that match their own style and rules, instead of using one-size-fits-all systems. For regular people, it could affect how quickly Disney can create visuals for things you see, from sports graphics on ESPN to designs used in parks and on cruises. It also arrives as Disney is reported to be looking for major cost savings, so some people will watch closely to see how these tools change creative work.

Source: The Verge AI