Hollywood studios are watching as Disney makes a bold AI move through a $1 billion OpenAI investment and character licensing deal. The three-year agreement grants Sora access to over 200 characters from Disney, Marvel, Pixar, and Star Wars franchises.
According to Thursday’s announcement, the partnership enables Sora users to create short social videos featuring Disney characters based on text prompts. These AI-generated videos can be shared and viewed by fans, with other major studios likely evaluating Disney’s approach. The licensing terms carefully exclude any use of talent likenesses or voices.
Disney’s partnership with OpenAI extends into operational areas. The company will deploy OpenAI’s tools for new product development and customer experiences, while implementing ChatGPT across its workforce. This comprehensive strategy may influence how other entertainment companies approach AI adoption.
Bob Iger, Disney’s chief executive, framed the collaboration as marking a critical moment 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 respecting and protecting creative professionals. This measured approach could serve as a model for the industry.
The entertainment industry has largely resisted AI companies, concerned about data usage and union relations. OpenAI has been in discussions with several major studios, and Disney’s agreement may open the floodgates for similar partnerships. The updated Sora platform, launched in September as an invitation-only app, allows users to generate videos from text prompts, explore content from other users, and produce AI avatars that can appear in videos with owner permission.