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Disney just announced it will use more AI behind the scenes, thanks to Adobe — here’s how it will affect their theme parks, creative studios and sports ‌media businesses

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Disney just announced it will use more AI behind the scenes, thanks to Adobe — here’s how it will affect their theme parks, creative studios and sports ‌media businesses

You’re not crazy for thinking, “Hasn’t Disney already done AI stuff?” after reading my headline.

In December of last year, the global mass media and entertainment corporation announced a partnership with OpenAI that would let users play around with Sora’s generative AI features to generate short-form videos and images. Those pieces of content were set to incorporate over 200 characters from Disney, Pixar, Marvel and Star Wars. However, that deal ended a lot faster than everyone anticipated when it was called off in March of this year.

Even with that development, Disney isn’t done trying its hand at injecting AI into its everyday operations. Now they’re working alongside Adobe in a newly announced multiyear partnership that’s set to expand Disney’s usage of AI tools.

Here’s how that new collaboration will alter Disney’s creative ventures and businesses.

In an official press release released by Adobe, the multinational computer software company announced the strategic alliance it has now entered into with The Walt Disney Company.

In a bid to “advance creativity, innovation and the art of storytelling through new technologies and experiences,” both companies will use the Adobe Firefly Foundry proprietary AI model to develop models that are specifically tailored to Disney’s animated characters, environments and visual styles.

Both companies promise that those custom models will be trained on those three previously mentioned aspects of Disney, while still generating commercially safe and production-ready outputs that should speed up animators’ workflows and allow for the expanded development of more creative endeavors.

Walt Disney Imagineering Research & Development, which is largely responsible for working on the company’s theme park development, is already using Adobe Firefly Foundry.


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