An OpenAI partnership is letting Disney extend its storytelling capabilities through artificial intelligence, backed by a $1 billion investment and character licensing deal. The agreement provides Sora with access to more than 200 characters from Disney, Marvel, Pixar, and Star Wars franchises.
The three-year partnership announced Thursday allows Sora users to generate short social videos featuring Disney characters through text-based prompts. These AI-created videos can be viewed and shared across platforms, enabling new forms of fan engagement. The agreement specifically excludes any reproduction of talent likenesses or voices.
Disney’s commitment to OpenAI encompasses both consumer and operational applications. The entertainment giant will deploy OpenAI’s tools for new product development and customer experiences, while implementing ChatGPT across its workforce. This dual approach demonstrates Disney’s comprehensive AI strategy.
Bob Iger, Disney’s chief executive officer, described 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 respecting and protecting creative professionals. This framing acknowledges the sensitive nature of AI adoption.
The entertainment industry has largely resisted AI partnerships, worried about data usage and labor conflicts. OpenAI has pursued discussions with several major studios about Sora’s creative and commercial potential, but Disney’s agreement represents a watershed moment. 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.
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