Disney’s Imagineers Are Using Adobe’s Firefly AI to Dream Up Ride Designs

Walt Disney Imagineering is partnering with Adobe to integrate Firefly AI into its attraction design process. According to Adobe, the collaboration uses Firefly Foundry to create brand-specific generative AI models, allowing Imagineers to accelerate the production of 2D concept art and 3D prototypes for theme park rides.

How will Adobe Firefly speed up Disney ride design?

Imagineers will use Firefly AI to shorten the timeline between an initial idea and a physical prototype. Adobe states that the company’s Firefly Foundry—a business-centric version of the AI tool—allows Disney to build generative models tailored specifically to its own brand assets.

This system doesn’t pull from random internet images. Instead, it draws on proprietary Disney franchise assets and existing Imagineering designs. This ensures that the AI output remains consistent with the visual language of Disney’s parks and cruise lines.

What specific AI tools are Imagineers using?

The partnership integrates AI directly into the software tools Imagineers already use. According to the companies, the rollout includes three primary capabilities:

• Franchise-Accurate Generation: A model that creates precise depictions of characters, including Mickey Mouse, Moana, Elsa, Lilo and Stitch, and Lightning McQueen.
• Sketch-to-Image: A tool that transforms hand-drawn sketches into polished 2D concept art.
• 3D Prototyping: A system that converts those 2D renderings into 3D models.

Kyle Laughlin, SVP of R&D, Technology and Engineering at Walt Disney Imagineering, said the goal is to bring stories to life faster while maintaining the “emotional quality” guests expect. He stated that technology and human creativity should work together responsibly.

Does AI pose a risk to Imagineering jobs?

Disney did not respond to requests for comment regarding whether the adoption of Adobe Firefly will lead to a reduction in the Imagineering workforce.

The company’s previous implementation of AI in animation followed a similar pattern. Disney framed that tool as a way to keep animators “in the driver’s seat” by removing the most repetitive parts of the workflow. The current partnership with Adobe appears to follow this “co-pilot” philosophy, focusing on the speed of conceptualization rather than the replacement of the designer.

What happens next for theme park technology?

The shift toward AI-assisted design suggests a future where theme park expansions could move from concept to construction more rapidly. By automating the “grunt work” of 2D-to-3D conversion, Disney can iterate on ride layouts and character placements in real-time.

This move mirrors broader trends in the entertainment industry where AI is used to bridge the gap between pre-visualization and final production. The result for the visitor is likely a faster cadence of new attractions and updates across Disney Parks and the Disney Cruise Line.

Frequently Asked Questions

What is Adobe Firefly Foundry?
It is the business version of Adobe’s Firefly AI that allows companies to create custom generative models using their own proprietary data and brand assets.

Which Disney characters can the AI generate?
Adobe confirmed the model creates franchise-accurate versions of Mickey Mouse, Moana, Lilo and Stitch, Elsa, and Lightning McQueen.

Will this change how rides are built?
The tools focus on the design and prototyping phase, meaning the physical engineering remains the same, but the conceptual phase happens faster.