Disney Imagineering taps Adobe Firefly to transform sketches into attractions

Singapore – Adobe and Walt Disney Imagineering are taking a different approach to generative AI—one built not on scraped internet data, but on Disney’s own storytelling universe.

The companies have announced a collaboration that will see Walt Disney Imagineering Research & Development deploy custom AI models powered by Adobe Firefly Foundry to accelerate the design and pre-production process behind Disney Parks and Experiences.

The move marks one of the clearest examples yet of how major brands are exploring generative AI while maintaining control over intellectual property, brand integrity, and creative standards.

Unlike off-the-shelf AI models trained on broad datasets, Disney’s custom models are developed using licensed and proprietary Imagineering assets. 

The result is a set of tools designed to understand Disney’s distinct visual language while remaining faithful to some of entertainment’s most recognisable franchises.

“Storytelling is in Disney’s DNA. Empowering creators with the latest AI innovations is in ours,” said Hannah Elsakr, Vice President of GenAI New Business Ventures at Adobe.

“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.”

The collaboration arrives as companies across industries grapple with concerns surrounding copyright, data provenance, and the use of generative AI in creative work.

For Disney, where characters, worlds, and aesthetics have been cultivated over decades, maintaining creative fidelity is paramount.

“At Imagineering, we’ve always believed technology and human creativity can work together responsibly,” said Kyle Laughlin, Senior Vice President of Research & Development, Technology and Engineering at Walt Disney Imagineering.

“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.”

Initially, Disney Imagineers will leverage the technology through three key workflows. The first is a sketch-to-image capability, transforming rough hand-drawn concepts into fully rendered two-dimensional artwork to speed up ideation and creative exploration.

The second is a custom image generation model trained on Disney-owned assets, enabling teams to produce franchise-accurate visuals spanning properties such as Mickey & Friends, Frozen, Moana, Lilo & Stitch, and Cars.

The third introduces a 3D modelling capability, converting 2D renderings into detailed prototypes that can support material estimation, engineering coordination, and construction planning long before physical development begins.

As Disney continues expanding its portfolio across theme parks, cruises, hotels, and experiences, the companies said the technology is intended to help teams iterate more efficiently while preserving the creative standards guests associate with the Disney brand.