Disney and Adobe Expand Partnership to Inlcude an AI Alliance

(eap) US software company Adobe and US entertainment group The Walt Disney Company are expanding their longstanding collaboration through a multi-year AI partnership. The two companies will work together to develop new technologies and experiences to support Disney’s creative teams. They also plan to roll out global marketing initiatives, shape industry events, strengthen their thought leadership in the industry and advance customer storytelling. The partners see further opportunities for strategic collaboration involving Disney’s US theme parks, Disney Cruise Line, Disney sports broadcaster ESPN and the StudioLAB innovation centre.

“Adobe and The Walt Disney Company have had a decades-long collaboration, where Adobe’s creativity, productivity and customer experience orchestration tools have supported everything from Disney’s content creation pipelines and workflows to personalized marketing campaigns and digital experiences that come to life in the parks,” said Hannah Elsakr, vice president, GenAI New Business Ventures, Adobe. “Today’s announcement marks the next chapter of the relationship, where the two companies will build a new creative foundation that thoughtfully deploys AI as an accelerant for artistic vision, creativity and guest engagement.”

As Disney’s official AI innovation partner, Adobe will give the company early access to its latest AI, creative and media technologies, including “Adobe Firefly”, “Firefly Foundry”, “Premiere” and “Photoshop”. These tools are intended to support Disney’s production workflows. Walt Disney Imagineering Research & Development is already using the Firefly Foundry platform to bring new ideas into the theme park development process more quickly.

StudioLAB, the collaborative innovation centre at Walt Disney Studios, and ESPN are also expected to benefit from the partnership. Disney and Adobe plan to explore, for example, how AI could improve engagement with sports fans.

“Disney has always embraced innovation, and this alliance with Adobe builds on a longstanding relationship between two companies that share a deep commitment to creativity,” said Becca Vodnoy, senior vice president, Corporate Alliances, The Walt Disney Company. “By bringing together Disney’s world-class storytellers and beloved brands with Adobe’s technology, we have an exciting opportunity to give our creative teams new ways to explore and develop their ideas and bring Disney stories and experiences to life for guests and fans around the world.” ■