Disney’s AI Revolution: The Future of Entertainment

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At Disney’s annual gathering of shareholders, CEO Bob Iger presented a unique perspective on AI’s role in entertainment. Typically, AI is considered as detrimental as a cardinal sin in the entertainment industry. However, Iger suggests that it might have its place. In his words, “AI could potentially be the most transformative technology our company has ever encountered.” Although Disney plans to utilize this contentious technology, Iger also guarantees that artists will be treated with respect.

According to The Hollywood Reporter, Iger acknowledged that Artificial Intelligence (AI) is indeed being utilized within Disney, but in a careful and measured fashion. He didn’t delve into the specifics of generative AI, instead emphasizing that this technology helps our company operate more effectively. Furthermore, he mentioned that they are merely starting to implement it for consumer interaction-related services.

AI might just be the most remarkable technological tool our company has encountered thus far, as it empowers consumers to delve deeper, savor more, and ultimately appreciate our entertainment offerings on a whole new level.

Just like many other production companies today, Disney has encountered criticism regarding its use of AI. The trial of AI in the opening credits of the Disney+ series “Secret Invasion” didn’t go down well with viewers, and it appears that similar content has been temporarily removed from screens. In a recent statement, Iger discussed the measures Disney is taking to safeguard their most treasured asset – not their artists, but their invaluable intellectual property (IP).

To ensure the proper progression of our development, we’re implementing measures to secure three key aspects: Firstly, safeguarding our intellectual property, which is crucial; secondly, acknowledging and respecting our creators; lastly, prioritizing and valuing our customers, especially as this technology evolves swiftly.

We firmly hold the conviction that human creativity holds immense worth and significance. Over a century’s worth of insights have shown us that technology is not just useful, but indispensable to creators, be they filmmakers, animators, or any other type of artist.

How Disney Could Use AI Technology Without Threatening the Work of Artists

Nowadays, there’s a growing trend to criticize anything associated with Artificial Intelligence, particularly generative AI. On the internet, you often see a backlash against the so-called “art” that AI produces, either by imitating human creativity or manipulating existing content. This digital art frequently sparks immediate criticism. The quality is poor, and what’s more, it’s easily recognizable as AI-generated. For now, machines lack the ability to create something beyond what humans can do. So, for the time being, we can rest assured that they haven’t surpassed our creative abilities.

In a different way of thinking, Iger might be correct. It’s not solely about using AI for creating images or sounds. As he pointed out, AI is incredibly potent, and in its power lies the potential to aid the entertainment industry. However, it should steer clear of attempting tasks that humans can manage quite well on their own.

At the very same event, I had the privilege of listening to Iger discuss the growth strategies for Disney’s cruise lines and theme park divisions. Envisioning a more personalized experience on a Disney ship or within one of our parks, I can’t help but see how AI and our esteemed Imagineers could collaborate to make this dream a reality. It’s in these unique spaces that we can seamlessly integrate innovative technology, preserving the essence of human creativity and artistry.

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2025-03-21 20:44