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Disney bets on Adobe's Firefly to create brand-safe AI models for its entertainment empire

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Disney bets on Adobe's Firefly to create brand-safe AI models for its entertainment empire

Disney and Adobe are building custom AI tools together for the entertainment giant's productions. The multi-year partnership was announced at Adobe's MAX conference. Under the deal, Disney gets early access to new Adobe technology for its theme parks, cruise line, and ESPN content. Adobe says it will use Adobe Firefly Foundry to build custom models tailored to Disney's brands. Those models will be trained on knowledge of Disney characters, environments, and visual styles to produce commercially safe, production-ready output.

Disney's Imagineering research division already uses Firefly for theme park development. Adobe will also expand internal creative workflows at Walt Disney Studios. The Walt Disney Studios' StudioLAB and ESPN's innovation hub ESPN Edge are part of the deal too, where AI is meant to boost fan engagement for sports content and unlock new uses for ESPN's archive.

Disney had previously struck a deal with OpenAI and then walked away from it, and was also involved in the bankruptcy of Character.AI. According to Bloomberg, Disney is planning to cut thousands of jobs and trim costs by 20 percent annually. It would be the company's fourth round of layoffs this year.



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