Disney has taken a decisive step into generative AI by partnering with OpenAI, signaling a major change in how Hollywood approaches artificial intelligence. Instead of resisting the technology, the company chose to license its iconic characters for use in AI-generated video, opening the door to officially sanctioned creative experimentation.
The agreement allows AI systems to generate short videos featuring well-known characters from Disney’s vast universe, while carefully excluding actor likenesses and voices. This gives Disney tighter control over its intellectual property while still benefiting from the rapid innovation happening in AI video generation.
At the same time, Disney has drawn a clear line elsewhere. It has pushed back against other tech platforms accused of enabling unauthorized AI content, making it clear that permission and licensing are now central to its AI strategy. Collaboration is welcome, but only on Disney’s terms.
This moment highlights a broader shift for the entertainment industry. AI is no longer just a threat to be contained, but a tool to be shaped through partnerships. Disney’s move suggests a future where major studios actively guide how AI interacts with their creative worlds.
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