A Disney deal is signaling Hollywood’s gradual AI acceptance through a $1 billion OpenAI investment and character licensing partnership. The three-year agreement grants Sora access to over 200 characters, potentially catalyzing broader industry adoption.
Disney announced Thursday that the partnership enables Sora users to create short social videos featuring beloved characters through text-based prompts. These AI-generated videos can be shared and viewed by fans, with Disney’s participation potentially encouraging other studios to reconsider their AI resistance. The agreement specifically prohibits the use of talent likenesses or voices, addressing key industry concerns.
The collaboration extends throughout Disney’s operations. The entertainment company will deploy OpenAI’s tools for new product development and experiences, while implementing ChatGPT for employee productivity. This comprehensive adoption demonstrates that AI can be integrated into entertainment operations with appropriate safeguards, potentially easing industry concerns.
Bob Iger, Disney’s chief executive officer, framed the collaboration as marking a pivotal 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 protecting creators and their work. This measured approach may help other studios overcome resistance.
Hollywood has generally resisted AI companies, concerned about data usage and union relations. OpenAI has engaged with several major studios about Sora’s potential, but Disney’s commitment could signal the beginning of broader acceptance. The updated Sora platform, launched in September with invitation-only access, enables users to generate videos from text prompts, explore content from other users, and produce AI avatars that can be incorporated into videos with appropriate permissions.