Disney CEO Iger Emphasizes Creator Protection in AI Partnership

Disney CEO Bob Iger is emphasizing creator protection in a new AI partnership with OpenAI that includes a $1 billion investment and character licensing deal. The agreement grants Sora access to over 200 characters from Disney, Marvel, Pixar, and Star Wars franchises.
The three-year partnership announced Thursday allows Sora users to create short social videos featuring Disney characters based on text prompts. These AI-generated videos can be shared and viewed by fans, opening new creative possibilities. The licensing terms carefully exclude any use of talent likenesses or voices, reflecting Disney’s commitment to protecting entertainment professionals.
Disney’s engagement with OpenAI encompasses operational transformation. The company will deploy OpenAI’s tools for new product development and customer experiences, while implementing ChatGPT across its workforce. This comprehensive approach demonstrates Disney’s strategic view of AI as transformative to entertainment and business.
Iger characterized the partnership as marking a significant moment for the entertainment industry. He stressed that Disney would approach generative AI thoughtfully and responsibly, ensuring the technology extends the company’s storytelling capabilities while respecting and protecting creators and their work. This messaging directly addresses concerns from creative professionals about AI’s impact.
The entertainment industry has largely resisted AI companies, concerned about data usage and union conflicts. OpenAI has pursued conversations with several major studios about Sora’s potential, but Disney’s agreement marks a watershed moment. The updated Sora platform, launched in September as an invitation-only app, allows users to generate videos from text prompts, explore content from other users, and create realistic AI avatars with user-granted permissions.