Adobe has announced a collaboration with Walt Disney Imagineering Research & Development to improve the design and pre-production visualization workflow for Disney Parks and Experiences using generative AI.
The partnership uses Adobe Firefly Foundry to build customized AI models specifically designed for Disney’s creative pipeline, enabling faster transition from early concept development to high-fidelity visual and 3D production outputs.
Firefly Foundry enables brand-specific AI model development
Adobe Firefly Foundry allows companies to work directly with Adobe to create generative AI models tailored to their own brand systems and design requirements.
In Disney’s case, the models are:
- Built using Imagineering’s internal design catalog
- Trained on licensed and proprietary Disney franchise assets
- Layered on top of Adobe Firefly’s commercially responsible foundation models
- Designed to follow Disney’s established visual language precisely
The approach is positioned as an alternative to models trained on scraped internet data, which cannot ensure consistent IP accuracy, brand alignment, or clear content provenance.
AI-assisted creative workflow across design stages
The system supports multiple connected workflows used in Disney’s design process:
Sketch-to-image conversion
Hand-drawn sketches are converted into fully rendered 2D concept visuals. This allows designers to quickly explore variations and refine early-stage ideas into detailed artwork.
Franchise-based image generation
Custom models generate design assets aligned with Disney’s franchises, including Mickey & Friends, Frozen, Moana, Lilo & Stitch, and Cars. These outputs support faster development of attraction concepts and visual assets.
3D modeling from 2D designs
2D concepts and renderings can be transformed into detailed 3D prototypes. These models help with planning, material estimation, and coordination with engineering teams before construction begins.
Cross-medium output within existing tools
The AI models are designed to produce high-quality outputs across multiple creative formats directly inside Adobe tools used by Imagineers. This supports continuity across design, visualization, and production workflows without changing existing systems.
Role of Adobe and Disney in creative technology
Adobe has been positioned as a long-standing provider of creative technology for the media and entertainment industry, with innovations that have received multiple Academy Awards for scientific and technical contributions.
Walt Disney Imagineering Research & Development brings more than 70 years of experience in storytelling-driven design across theme parks and related experiences, where technology is used to support visual storytelling and spatial design.
Impact on Disney’s production pipeline
The integration of Firefly Foundry is intended to streamline the overall production workflow by:
- Reducing time from concept sketches to production-ready designs
- Improving iteration speed across early-stage creative development
- Supporting coordination between design, engineering, and construction planning
- Enabling early generation of CAD-level and build-ready visualizations
The system is also designed to support Disney’s expanding portfolio across parks, resorts, hotels, cruise experiences, and other themed environments while maintaining consistent design standards.
Speaking on the launch, Hannah Elsakr, vice president, GenAI New Business Ventures at 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 bring the best ones to life.