How is Disney using AI in attraction development?

Disney is leveraging Adobe Firefly to generate images, 2D concepts, and 3D models based on its proprietary characters and designs, speeding up the creation of new attractions.

Will AI adoption affect jobs at Imagineering?

Disney has not commented on potential workforce reductions but emphasized that the technology complements, rather than replaces, human creativity in the design process.

What advantages does Adobe Firefly offer Disney?

The tool enables faster creation of accurate character visualizations and prototypes while maintaining Disney’s brand identity, accelerating the launch of new projects.

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Disney Implements Adobe Firefly to Accelerate Attraction Development

June 17, 2026

Photo: CNET

Quick answer

Disney adopts Adobe Firefly’s generative AI to accelerate attraction development, creating precise character visualizations and prototypes based on proprietary assets.

Walt Disney Imagineering, the division responsible for developing attractions and technologies for Disney’s theme parks, has announced a partnership with Adobe. As part of the collaboration, Disney designers will use Adobe Firefly’s generative AI to accelerate the creation of concepts and prototypes for new entertainment projects.

Firefly Foundry, the enterprise version of the tool, allows companies to train models on their proprietary data. For Disney, this means generating images and models based on iconic characters—from Mickey Mouse to *Frozen* and *Cars* protagonists. The tool integrates into Imagineering’s existing workflows, including converting 2D sketches into 3D models.

Disney leadership emphasizes that the technology augments, rather than replaces, the creative process. "We’ve always believed that technology and human creativity can work together responsibly," stated Kyle Laughlin, Senior Vice President of Research and Development at Walt Disney Imagineering. The company previously used AI for animation to optimize repetitive tasks.

It remains unclear whether Firefly’s adoption will lead to job reductions at Imagineering. Adobe notes that the tool is designed to enhance efficiency, not replace specialists.

Common questions

How is Disney using AI in attraction development?: Disney is leveraging Adobe Firefly to generate images, 2D concepts, and 3D models based on its proprietary characters and designs, speeding up the creation of new attractions.
Will AI adoption affect jobs at Imagineering?: Disney has not commented on potential workforce reductions but emphasized that the technology complements, rather than replaces, human creativity in the design process.
What advantages does Adobe Firefly offer Disney?: The tool enables faster creation of accurate character visualizations and prototypes while maintaining Disney’s brand identity, accelerating the launch of new projects.

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