Disney’s measured AI approach is balancing risk and opportunity through a $1 billion OpenAI investment with careful protective boundaries. The three-year licensing deal grants Sora character access while explicitly excluding talent likenesses and voices.
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, but Disney’s careful structuring—including talent protections and limited timeframe—demonstrates a balanced approach that embraces opportunity while managing risk. This measured strategy could serve as a model for risk-conscious innovation.
Disney’s engagement with 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 yet bounded approach shows how companies can adopt transformative technologies while maintaining appropriate safeguards.
Bob Iger, Disney’s chief executive officer, characterized the partnership as marking an important 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 explicitly measured approach addresses stakeholder concerns while pursuing innovation.
Hollywood has generally resisted AI companies, concerned about data usage and union relations. OpenAI has been in discussions with several major studios about Sora’s potential, but Disney’s balanced approach demonstrates how companies can engage with AI while managing risks. 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.