Disney is embracing AI while Hollywood remains cautious through a $1 billion OpenAI investment and character licensing partnership. The three-year deal grants Sora access to over 200 characters from Disney’s portfolio, breaking with industry hesitation.
The partnership announced Thursday allows Sora users to create short social videos featuring Disney characters through text-based prompts. These AI-generated videos can be shared and viewed by fans, with Disney’s bold move contrasting sharply with other studios’ reluctance to engage with AI companies. The agreement specifically prohibits the use of talent likenesses or voices, addressing key industry concerns while still embracing innovation.
Disney’s commitment to OpenAI encompasses both consumer and operational applications. The entertainment giant will deploy OpenAI’s tools for new product development and experiences, while implementing ChatGPT across its workforce. This comprehensive embrace stands in stark contrast to Hollywood’s general AI avoidance.
Bob Iger, Disney’s chief executive, characterized the partnership as marking a critical juncture for the entertainment sector. He stressed that Disney would approach generative AI thoughtfully and responsibly, ensuring the technology extends the company’s storytelling capabilities while protecting creators and their contributions. This leadership position could either inspire or pressure other studios to follow.
Hollywood has generally resisted AI companies, concerned about data usage and union conflicts. OpenAI has pursued conversations with several major studios about Sora’s potential, but most have remained hesitant. Disney’s willingness to move forward could catalyze industry-wide change or leave the company isolated. The updated Sora platform, launched in September with invitation-only access, allows users to generate videos from text prompts, explore content from other users, and create realistic AI avatars with user-granted permissions.