Disney Imagineering Uses Adobe Firefly AI for Park Design Concepts
8 reported
Disney’s Imagineering Research & Development unit is using Adobe’s Firefly Foundry AI model to help design and visualize elements of upcoming parks and attractions, according to the companies. The Firefly models have been trained on franchises including Frozen, Cars, and Lilo & Stitch, and have helped Imagineers turn sketches into fully rendered 2D concept art and convert 2D renderings into 3D prototype models. The announcement comes months after Disney’s OpenAI deal fell through, following OpenAI’s shutdown of the Sora platform in March. Disney is still pursuing AI companies Midjourney and MiniMax in court over copyright infringement. Kyle Laughlin, Walt Disney Imagineering’s senior vice president of R&D, technology and engineering, said in a statement that the work with Adobe lets Disney bring stories and characters to life in its parks faster. Hannah Elsakr, Adobe’s vice president of GenAI New Business Ventures, added that the tools will provide a creative foundation for Imagineers to explore bolder ideas. Laughlin told Axios that the Imagineering team was “eagerly sharing our insights” with the broader Disney company.
What’s reported
Disney’s Imagineering R&D unit is using Adobe’s Firefly Foundry AI model for park and attraction design.
The Firefly models have been trained on Frozen, Cars, and Lilo & Stitch franchises.
The AI helps turn sketches into 2D concept art and 2D renderings into 3D prototype models.
Disney’s planned $1 billion investment in OpenAI and licensing deal for the OpenAI Sora model were canceled after OpenAI shut down the Sora platform in March.
Disney is still pursuing AI companies Midjourney and MiniMax in court over copyright infringement.
Kyle Laughlin is Walt Disney Imagineering’s senior vice president of R&D, technology and engineering.
Hannah Elsakr is Adobe’s vice president of GenAI New Business Ventures.
Laughlin told Axios the Imagineering team was “eagerly sharing our insights” with the broader Disney company.
Key figures
Kyle Laughlin, Walt Disney Imagineering’s senior vice president of R&D, technology and engineering
Hannah Elsakr, Adobe’s vice president of GenAI New Business Ventures
Sources: Variety
