Walt Disney Co is developing its own generative AI models in partnership with Adobe, The Verge reported on Nov. 9.

The report said the companies announced a multi-year collaboration at the Adobe Max conference that day.

Under the partnership, Disney will create "artist-led" generative AI models for use in content production, while Adobe will provide Disney with its latest technology first. Disney will use Adobe’s Firefly Foundry models to develop models tailored to its intellectual property (IP).

The models will also be applied to theme parks, cruises and ESPN content. The companies will also cooperate on AI technology research.

The models Disney will develop will learn Disney-specific information such as character traits, backgrounds and art styles. They are aimed at producing results that are commercially safe and ready for production use.

The two companies have already worked together. Disney’s research and development organisation Imagineering is using the Firefly AI platform for theme park development. Adobe will, through this partnership, support Walt Disney Studios in expanding internal creative work and help ESPN use AI in content to boost sports fan engagement.

Bloomberg reported last week that Disney is preparing to cut several thousand jobs and is aiming to reduce annual costs by 20 percent. It is expected to be the fourth round of layoffs this year.