Disney has shattered Hollywood’s resistance to AI partnerships with a $1 billion investment in OpenAI and a licensing deal that brings over 200 beloved characters to AI video generation. The agreement provides Sora with access to characters from Disney, Marvel, Pixar, and Star Wars franchises for user-generated content.
The three-year licensing arrangement announced Thursday allows Sora users to create short videos featuring Disney characters through text-based prompts. These AI-generated social videos can be viewed and shared by fans, opening new creative possibilities. The deal specifically prohibits the use of actor likenesses or voices, addressing a key concern in the entertainment industry.
Disney’s commitment to OpenAI goes beyond licensing. The company will utilize OpenAI’s tools for new product development and customer experiences, while implementing ChatGPT across its workforce. This comprehensive adoption demonstrates Disney’s strategic view of AI as a transformative force in entertainment and business operations.
Bob Iger, Disney’s chief executive, described the collaboration as marking an important industry moment. He emphasized Disney’s commitment to thoughtfully and responsibly extending storytelling capabilities through generative AI while respecting and protecting creators and their work. This careful framing acknowledges the controversial nature of AI adoption in Hollywood.
Major studios have generally kept AI companies at arm’s length, concerned about data usage and union conflicts. OpenAI has been in discussions with several studios about Sora’s potential, but Disney’s agreement represents a significant breakthrough. The updated Sora platform, launched in September as an invitation-only app, allows users to generate videos from text prompts, explore community content, and create AI avatars that can be inserted into videos with owner approval.