Because everything these days seems to be A.I. (except Rolling Stone articles, which are still written by humans — hey there, hi there, ho there), Disney has invested $1 billion in equity in OpenAI. The company also signed a three-year deal with OpenAI‘s Sora platform that will allow users to create “fan-inspired Sora short form videos” featuring Disney, Marvel, Pixar, and Star Wars characters, giving the company a modicum of control over its intellectual property. The licensing deal will launch on OpenAI and ChatGPT early next year; some videos will be streaming on Disney+.
The move marks a 180 turn in the industry, which has long been wary of artificial intelligence and resisted it. “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,” Disney CEO Bob Iger said in a statement. “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.”
But many major talent agencies, according to The Hollywood Reporter, have aligned themselves against A.I. WME, CAA, and UTA all voiced support for their clients to resist what they saw as infringement of their likenesses. The union SAG-AFTRA, meanwhile, cut a deal with what THR describes as guardrails for real humans, like Bryan Cranston, which may have informed Disney’s deal. (Disney’s agreement doesn’t include actors’ likenesses.)
Sam Altman, co-founder and CEO of OpenAI, was clearly excited about the deal, as he intimated in a statement. “This agreement shows how AI companies and creative leaders can work together responsibly to promote innovation that benefits society, respect the importance of creativity, and help works reach vast new audiences,” he said.
Disney, which invested $1.5 billion in equity in Epic Games to bring its characters to Fortnite, previously sued Midjourney, an AI image generator, calling it a “bottomless pit of plagiarism,” according to THR. Universal, Warner Bros., and Discovery joined Disney in the suit.
The news announcement claimed the deal advocates for “the responsible use of AI.”
