Disney puts Adobe's AI to work in its parks
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Image: Adobe and Disney Imagineering
Disney is using custom Adobe Firefly AI models trained on its own characters to help Imagineers design concepts and prototypes for theme parks and hotels.
Why it matters: The partnership shows Disney is willing to deploy generative AI when it can control how its intellectual property is used and protected.
Driving the news: Disney says it will use Adobe Firefly Foundry, which combines Adobe's commercially safe AI models with Disney characters from franchises including Frozen, Moana, Lilo & Stitch and Cars.
- A custom image model trained on those characters allows workers from the Imagineering unit to more quickly create concepts for future rides and attractions.
- A sketch-to-image model turns rough hand-drawn ideas into fully rendered 2D concept art, while another tool converts concepts and renderings into 3D prototypes.
The big picture: Disney is embracing generative AI on its own terms while going after AI companies it says use its characters without permission.
- Disney announced a $1 billion deal with OpenAI that would have allowed consumers to use Disney characters within the Sora video engine, though that effort fell apart after OpenAI decided to scrap Sora.
- Disney has been quick to take legal action against those it believes are infringing on its IP. Since last June, Disney has sued Midjourney and China's MiniMax, and sent Google a cease-and-desist letter over alleged AI-related copyright infringement.
What they're saying: Kyle Laughlin, Walt Disney Imagineering's senior VP of R&D technology and engineering, tells Axios that his team is embarking on one of the most ambitious periods in its history and using generative AI to get its work in front of guests sooner.
- Laughlin says Adobe's Foundry allows Disney to eliminate a lot of the "back and forth" and turn months of work into days of work.
- Adobe VP Hannah Elsakr says companies can't afford not to adopt the technology amid growing consumer expectations for a steady flow of new and personalized content. "The only answer to this equation is AI, and I think every brand leader knows that," she said in an interview.
What we're watching: Whether this use of generative AI convinces other parts of Disney to also incorporate the technology. Laughlin says it's being watched closely by other teams.
- Laughlin says teams across Disney are already looking at similar uses. "We've been eagerly sharing our insights," he added.
