Making AI Headlines · Page 8
Disney and Adobe Put Artist-Led AI Behind the Curtain
· New York time
Disney and Adobe have announced a multiyear partnership to develop proprietary generative AI models for Disney's production pipeline. The companies describe the effort as artist-led, with Adobe providing Disney early access to technology as part of the collaboration. The arrangement brings AI development into an established creative workflow rather than presenting it solely as a consumer novelty. Proprietary tools can be developed around the work a studio wants to support. For artists, the meaningful question is how those tools fit the decisions and labor involved in making a production. The companies' description of the effort sets out their ambition, but it does not specify every detail of a future workflow. The experience of using the tools will matter: who directs them, what they produce and how creative teams incorporate the results into their work. The partnership also shows how generative AI is becoming part of business arrangements between major creative companies. Adobe's early technology access extends beyond the production pipeline to areas including Disney's theme parks and cruise line, according to the announcement reported by The Verge. The pitch is not that an audience should watch a model work. It is that the model might become part of the machinery behind the finished work. Hollywood has always been good at keeping its machinery offstage. This machinery arrived with a press release.
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