Adobe has announced a collaboration with Adobe and Walt Disney Imagineering Research & Development to use generative AI tools in the design and pre-production visualisation process for Disney Parks and Experiences.
The collaboration will use Adobe Firefly Foundry to develop customised AI models for Imagineering, built on Disney’s own design assets. The models are designed to support concept development and visualisation workflows used in early-stage theme park and experience design.
Commenting on the partnership, Hannah Elsakrvice president, GenAI New Business Ventures, Adobe, said, “Storytelling is in Disney’s DNA. Empowering creators with the latest AI innovations is in ours. As the teams at Imagineering build new experiences for fans around the world, our tools and workflows will provide a creative foundation to explore bolder ideas and make the best ones a reality.”
Kyle LaughlinSVP of R&D, Technology and Engineering at Walt Disney Imagineering, added, “At Imagineering, we’ve always believed technology and human creativity can work together responsibly. Our work with Adobe lets us bring Disney stories and characters to life in our Parks faster, and with the emotional quality our guests expect.”
The models will be trained on Disney’s licensed and proprietary assets rather than open internet data, with the aim of maintaining brand consistency and intellectual property control. It said this approach differs from general AI models trained on scraped data.
Firefly Foundry will be used to support several workflows, including converting sketches into concept art, generating franchise-specific imagery for properties such as Mickey & Friends, Frozen, Moana, Lilo & Stitch and Cars, and turning 2D designs into 3D prototypes for planning and engineering purposes.
The system is intended to reduce the time required for early-stage design work, allowing teams to move from sketches to more detailed visual and technical outputs within existing creative workflows.
The collaboration is expected to be used across Disney’s parks, hotels and cruise experiences as part of its broader design and development pipeline.
