Disney and Adobe to build generative AI models trained on Disney's own characters and styles
The deal comes as Disney reportedly prepares thousands of layoffs and targets 20 percent annual cost savings.
Disney has entered a multiyear agreement with Adobe to build generative AI models trained on Disney's own characters, environments and visual styles, with the aim of producing commercially safe material for its production work. The partnership, announced at Adobe's MAX conference, gives Disney early access to Adobe's newest technology for areas including its theme parks, cruise line and ESPN graphics. Disney's Imagineering research and development group already uses Adobe's Firefly platform for theme park design, and the two companies will also look at responsibly developed AI more broadly. The deal follows Disney's earlier arrangement with OpenAI, and it lands as Bloomberg reports Disney is preparing thousands of layoffs and targeting 20 percent annual cost savings.
Why it matters
The partnership shows a major entertainment company moving to generative AI trained on its own intellectual property, with the stated aim of producing commercially safe material for production work. It matters to creative workers and the wider industry because it ties the adoption of AI tools to a reported push for deep cost cuts at the same company. The deal also follows Disney's earlier arrangement with OpenAI, so the company is pursuing more than one AI partner at once.
Matters or hype?
Does this story matter, or is it hype? Vote before you see what everyone else said.