Disney’s $1B investment in OpenAI and a three‑year partnership to bring its beloved characters into the Sora AI video generator set a new precedent for how a media giant is embracing generative AI.
The Deal
The Walt Disney Company announced on Thursday that it had reached a three‑year agreement with OpenAI to bring its popular characters to the company’s Sora AI video generator. Disney will also make a $1 billion investment in the ChatGPT owner. The company says it will also become a “major customer” of OpenAI, using its services to develop new products and experiences, including for its Disney+ streaming service.
Responsible AI
“Under the agreement, Disney and OpenAI are affirming a shared commitment to the responsible use of AI that protects user safety and the rights of creators,” the companies said in a statement. OpenAI also says it has committed to “implementing responsible measures to further address trust and safety, including age-appropriate policies.”
Character Lineup
Disney says that some of the characters that are part of the deal include:
- Mickey Mouse
- Minnie Mouse
- Lilo
- Stitch
- Ariel
- Belle
- Beast
- Cinderella
- Baymax
- Simba
- Mufasa
- Characters from Encanto, Frozen, Inside Out, Moana, Monsters Inc., Toy Story, Up, Zootopia
Iger’s Vision
“Technological innovation has continually shaped the evolution of entertainment, bringing with it new ways to create and share great stories with the world,” Bob Iger, CEO of The Walt Disney Company, said in a news release. The release added, “The rapid advancement of artificial intelligence marks an important moment for our industry, and through this collaboration with OpenAI we will thoughtfully and responsibly extend the reach of our storytelling through generative AI, while respecting and protecting creators and their works.” He continued, “Bringing together Disney’s iconic stories and characters with OpenAI’s groundbreaking technology puts imagination and creativity directly into the hands of Disney fans in ways we’ve never seen before, giving them richer and more personal ways to connect with the Disney characters and stories they love.”
Market Reaction
Disney shares jumped more than 2% at the opening of trading at 9:30a.m. ET.
Disney’s IP Stance
News of the deal rocked the worlds of tech and entertainment Thursday in large part because Disney is so famously protective of its sprawling portfolio of intellectual property, from the animated shorts of the 1920s to modern superhero and fantasy franchises. The studio has taken aggressive legal action, for years, to block the unauthorized use of its recognizable characters, logos and musical scores. Disney has also lobbied Congress for U.S. copyright extensions, including a 1998 federal law that some critics labeled the “Mickey Mouse Protection Act.”
Recent Legal Actions
To wit, Disney sent a cease‑and‑desist letter on Wednesday to OpenAI competitor Google, alleging that Google’s AI services infringe on Disney’s copyrights. In the letter, Disney writes that it believes Google is “infringing Disney’s copyrights on a massive scale.” “Disney has been raising its concerns with Google for months, but Google has done nothing in response,” Disney’s lawyer also writes. “Google’s mass infringement of Disney’s copyrighted works must stop.” Disney said it is seeking a “swift response” from Google on the issue.
Future Talks
On Disney’s Nov. 13 earnings call, Iger hinted that the company was working on a deal with an AI company, but didn’t name any specific firms. “We’ve been in some interesting conversations with some of the AI companies,” Iger said. “I would characterize some of them as quite productive conversations.” Iger added that in those talks Disney was “seeking to not only protect the value of our IP and of our creative engines but also to seek opportunities for us to use their technology to create more engagement with consumers.”
Key Takeaways
- Disney is investing $1B in OpenAI and partnering on the Sora AI video generator.
- The agreement includes a commitment to responsible AI use and age‑appropriate policies.
- Disney has taken legal action against Google and remains vigilant in protecting its intellectual property.
