Disney signs a multi-year deal with Adobe for custom Firefly models trained on its own characters and worlds
Imagineering already uses Firefly for park design. The deal covers studios, cruises and ESPN, as Disney reportedly plans thousands of job cuts.
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Disney and Adobe will build custom AI tools for Disney's productions under a multi-year partnership announced at Adobe MAX, The Decoder reports.
What's in it
Adobe will use Firefly Foundry to build models tuned to Disney's brands, trained on its characters, settings and visual styles, with the aim of output that's commercially safe and ready for production. Disney also gets early access to new Adobe technology for the parks, the cruise ships and ESPN.
- Disney's Imagineering research group already uses Firefly to help design parks.
- Adobe will expand creative workflows inside Walt Disney Studios, including its StudioLAB.
- ESPN's innovation hub, ESPN Edge, will use AI for fan engagement and new uses of ESPN's archive.
The backdrop
This isn't Disney's first AI partner: it signed with OpenAI before backing out, and it was involved in Character.AI's bankruptcy. Bloomberg reports that Disney also plans to cut thousands of jobs and reduce costs by 20% a year, which would be its fourth round of layoffs this year.
Scoreboard update: AI +1. One of the most protective IP owners in entertainment trains AI on its own characters.
Stay undead.
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