Disney Imagineering Adopts Adobe Firefly AI for Theme Park Development

The next generation of Disney attractions may begin with a sketch, but artificial intelligence could help bring those ideas to life faster.

On Tuesday, June 16, Walt Disney Imagineering Research & Development and Adobe announced a collaboration to bring Adobe Firefly Foundry into Disney’s design process. Rather than replacing artists and designers, the technology is intended to help Imagineers spend less time on repetitive production work and more time creating.

Unlike public AI image generators that are trained on internet content, Disney’s Firefly Foundry models are built using the company’s own licensed and proprietary creative assets, along with over 70 years of Imagineering designs. The solution is an AI system that understands Disney’s unique visual language while protecting its intellectual property and maintaining brand consistency.

“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. “Our tools and workflows will provide a creative foundation to explore bolder ideas and make the best ones a reality.”

How Imagineers Will Use AI 

The partnership focuses on accelerating the earliest stages of attraction development. Adobe says Imagineers will initially use Firefly Foundry in three ways: 

1. Sketch-to-image generation: transform rough hand-drawn concepts into polished concept artwork, allowing designers to explore multiple creative directions in a fraction of the time. 
2. Franchise-accurate artwork: generate imagery that stays true to beloved Disney franchises such as Frozen, Moana, and Cars while remaining faithful to each property’s artistic style. 
3. 2D-to-3D visualization: convert concept art into detailed 3D prototypes that can be reviewed by engineers and construction teams long before physical work begins. 

The technology integrates directly into the Adobe Creative Cloud tools Imagineers already use, helping creative teams move more quickly from concept to visualization. 

For Disney, the partnership isn’t about letting AI tell the story. It’s about giving the storytellers better tools to create the next generation of Disney magic.

Ava McDonnell

Ava McDonnell is the Editorial Manager & Digital Content Creator for Central Florida Lifestyle Magazine. She graduated from the University of Central Florida with English BA in 2026. She also has experience in editing using AP Style and SEO guidelines. Originally from Clermont and now in Tampa, Ava loves all things local. Ava has always had a passion for learning about people's lives and sharing accurate stories with the world. She is dedicated to getting the job done right while making content interesting for readers. Aside from writing, you can find her indulging in the great outdoors with the people she loves. Whether it is hiking, taking photographs, or trying new activities, she is up for almost anything.

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