An OpenAI partnership is enabling Disney to control the AI narrative through a $1 billion investment and proactive licensing deal. The three-year agreement grants Sora access to over 200 characters from Disney, Marvel, Pixar, and Star Wars franchises under Disney’s terms.
The partnership announced Thursday allows Sora users to create short social videos featuring Disney characters through text-based prompts. These AI-generated videos can be shared and viewed by fans, but Disney’s proactive partnership approach allows the company to shape how its characters appear in AI-generated content rather than fighting unauthorized use. The agreement specifically prohibits the reproduction of talent likenesses or voices.
Disney’s engagement with OpenAI encompasses operational transformation. The entertainment company will deploy OpenAI’s tools for new product development and experiences, while implementing ChatGPT across its workforce. This comprehensive strategy positions Disney as an AI leader rather than a reluctant adopter responding to technological change.
Bob Iger, Disney’s chief executive officer, framed the collaboration as marking an important 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 contributions. This proactive stance allows Disney to establish favorable terms and industry standards.
Hollywood has generally resisted AI companies, concerned about data usage and union relations. OpenAI has engaged with several major studios about Sora’s potential, but Disney’s proactive partnership allows the company to control its AI destiny. 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.
