Walt Disney has announced a landmark $1 billion investment in OpenAI, which will enable the startup to utilize renowned characters from its beloved Star Wars, Pixar, and Marvel franchises in the upcoming Sora AI video generator. This groundbreaking partnership, revealed on Thursday, signifies a notable step forward in the film industry’s embrace of generative artificial intelligence, addressing growing concerns over the impact of AI on creative employment and intellectual property rights.
The three-year agreement will see Sora and ChatGPT Images begin creating videos featuring iconic Disney characters such as Mickey Mouse, Cinderella, and Mufasa, with production set to kick off in early 2024. However, the partnership restricts the use of talent likenesses and voices.
Disney CEO Bob Iger shared his enthusiasm about the collaboration, stating that it will expand the company’s storytelling capabilities through generative AI while prioritizing the protection of creators and their intellectual property. Discussions between Iger and OpenAI’s Sam Altman reportedly began years ago, centered on merging generative AI with Disney’s extensive hall of characters and stories.
Prior to this deal, OpenAI granted Disney early access to its Sora image-generation tool, facilitating open dialogue between the two organizations, according to an anonymous source familiar with the discussions.
Iger previously hinted at parts of this strategy during an investor call in November, emphasizing that AI would not only enhance Disney+ users’ experience but also empower them to create and share their own user-generated content, particularly in short formats. Moreover, select user-generated videos are set to be featured on Disney+, showcasing the rising popularity of short-form video content.
Beyond launching new products and enhancing customer experiences for Disney+ subscribers using OpenAI’s models, the partnership also includes provisions for integrating ChatGPT internally within Disney to optimize efficiency in film production processes. Additional measures will be established to ensure Disney characters are portrayed appropriately.
Despite the innovative nature of this collaboration, it is not without controversy. The Creative Artists Agency, a leading Hollywood talent agency, has voiced concerns regarding the potential risks faced by artists due to AI advancements and questioned how creative professionals will be compensated. Emarketer analyst Ross Benes pointed out that while there may be resistance from labor groups, the influence of unions could be overshadowed by the rapid progression of AI-generated media.
In a related matter, CNBC has reported that Disney recently issued a cease and desist letter to Google over alleged copyright violations, highlighting the ongoing tension within the entertainment industry regarding intellectual property rights as it navigates the challenges brought by emerging technologies.