Disney has embarked on a comprehensive AI transformation through a $1 billion investment in OpenAI and a character licensing agreement that brings Cinderella, Mickey Mouse, and hundreds of other characters to AI video generation. The deal grants Sora access to over 200 characters from Disney’s entertainment empire.
Under the three-year partnership announced Thursday, Sora users can generate short social videos featuring Disney characters based on text prompts. These AI-created videos can be shared across platforms, enabling new forms of fan engagement. The agreement carefully excludes any reproduction of talent likenesses or voices.
Disney’s AI strategy extends throughout its operations. The company will become a major OpenAI customer, using AI tools to develop new products and experiences while deploying ChatGPT for employee productivity. This broad implementation suggests Disney sees AI as central to its future business model.
CEO Bob Iger characterized the rapid advancement of AI as a defining moment for entertainment. He emphasized Disney’s intention to extend its storytelling reach through generative AI while maintaining a thoughtful and responsible approach that protects creative professionals. This messaging appears designed to ease concerns about AI’s impact on entertainment workers.
The entertainment industry has largely avoided AI partnerships, concerned about data protection and labor relations. OpenAI has pursued discussions with several major studios about Sora’s applications. The platform’s September update introduced social features, enabling users to generate videos from text descriptions, view content from other creators, and produce AI avatars that can appear in videos with appropriate permissions.