A Disney investment is reflecting growing AI confidence in entertainment through a $1 billion commitment to OpenAI. The three-year licensing deal grants Sora character access, indicating increased industry comfort with AI technology.
Disney announced Thursday that the partnership allows Sora users to create short social videos featuring beloved characters through text-based prompts. These AI-generated videos can be shared and viewed by fans, with Disney’s substantial investment indicating growing confidence that AI can enhance rather than threaten entertainment value. The agreement specifically prohibits the use of talent likenesses or voices.
The collaboration extends throughout Disney’s operations. The entertainment company will deploy OpenAI’s tools for new product development and experiences, while implementing ChatGPT across its workforce. This comprehensive adoption demonstrates that entertainment companies’ AI confidence is growing beyond experimental projects to enterprise-wide deployment.
Bob Iger, Disney’s chief executive officer, described the collaboration as marking a critical moment for the entertainment sector. He stressed that Disney would approach generative AI thoughtfully and responsibly, ensuring the technology extends the company’s storytelling capabilities while protecting creators and their work. This substantial investment signals genuine confidence rather than cautious experimentation.
The entertainment industry has largely avoided AI partnerships, concerned about data usage and union relations. OpenAI has been in discussions with several major studios about Sora’s potential, but Disney’s billion-dollar commitment indicates growing industry confidence in AI. The updated Sora platform, launched in September with invitation-only access, allows users to generate videos from text prompts, explore content from other users, and create realistic AI avatars with user-granted permissions.