Disney Teams Up with Adobe to Design Next-Generation Attractions Using AI

en.Wedoany.com Reported - Walt Disney Imagineering plans to deeply integrate Adobe Firefly AI services into the design process for next-generation theme park attractions, hotels, cruise ships, and destinations, building on a decades-long partnership between the two companies.

Adobe and Walt Disney Imagineering announced that Disney's research and development division will leverage Adobe Firefly Foundry technology for customized development. This is not a one-size-fits-all solution, but a proprietary AI system trained on Disney's own intellectual property, designed to handle multiple workflows: transforming rough hand-drawn concepts into fully rendered 2D concept art; generating creative assets in the styles of franchises such as Mickey & Friends, Frozen, Moana, Lilo & Stitch, and Cars; and converting 2D renderings into 3D model prototypes for construction planning and engineering coordination. This approach aims to help Disney build the next generation of attractions.

Kyle Laughlin, Senior Vice President of Research and Development at Walt Disney Imagineering, stated that the company is a "long-time user" of Adobe Creative Cloud tools, with a partnership spanning decades, and was an early adopter of Firefly products. He noted that Disney has been seeking a collaborator capable of "achieving goals responsibly while respecting the company's nature as a creator-driven organization." The company will not replace human talent with AI but will use Firefly solutions to reduce workload and increase speed, ensuring output aligns with the company's storytelling traditions and visual language. Hannah Elsakr, Vice President of New Business Investments for Adobe GenAI, said that as the Imagineering team creates new experiences for global fans, the tools and workflows will provide a creative foundation, allowing the team to explore bolder ideas and bring the best ones to life.

For Adobe, collaborating with a client like Disney is strategically significant. Although Adobe aims to position itself as a leader in the rapidly evolving generative AI field, investors have consistently questioned the viability of its business model in a future where generative AI tools are accessible to everyone. Walt Disney Imagineering's R&D division is arguably one of the largest clients the Firefly Foundry service could secure. This development also comes against the backdrop of Disney being a plaintiff in multiple intellectual property lawsuits against AI companies, including a lawsuit against image and video generation company Midjourney, which is accused of plagiarizing and misusing Disney's copyrights.