Disney’s CEO, Bob Iger, acknowledges that generative AI is a highly potent technological tool they are now exploring. However, he underscores the importance of treading carefully to safeguard their rich collection of characters and tales, their creative team, and their valued customers.
At Disney’s yearly gathering of shareholders on Thursday, Iger expressed his view that AI (Artificial Intelligence) could potentially be the most influential technology that Disney has encountered thus far. He emphasized its potential to amplify and facilitate consumer interaction with Disney’s entertainment offerings.
He mentioned that the technology has already been helping our company become more efficient, and we’re merely starting to use it for these specific purposes.
However, he added notes of caution.
As the rapid advancement of this technology is evident, we’re taking necessary steps to ensure three key aspects: Firstly, the protection of our intellectual property, which is crucial; secondly, the respect given to our creators; and lastly, prioritizing our customers, ensuring they are valued and considered during these rapid changes.
During the meeting, Iger frequently pointed out that Disney has consistently adopted innovative technologies. He showcased some of the tech from Disney Imagineering, such as the BDX droids, in a pre-recorded segment. It’s expected that artificial intelligence will be one of the technologies that shapes Disney’s future, contributing to their creative endeavors.
Iger expressed his conviction that human creativity holds immense power, significance, and worth. Over a century of experience has taught him that technology serves as an indispensable asset to creators, be they filmmakers or Imagineers.
The topic of Generative AI has ignited intense discussions within Hollywood, as well as many other corporate entities in America, becoming a primary concern during the 2023 writers and actors strikes. In the realm of entertainment, this technology is swiftly gaining traction in postproduction and visual effects, sectors that have historically been quick to adopt new technologies. Moreover, AI could potentially shake up animation, an area where Disney has deep roots tracing back to its beginnings.
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2025-03-20 21:24