Disney has struck a landmark $1 billion investment and licensing agreement with OpenAI, opening the door for AI-generated videos featuring characters from some of entertainment’s most valuable franchises. The deal provides Sora with access to more than 200 characters across Disney, Marvel, Pixar, and Star Wars properties for user-generated content creation.
According to Thursday’s announcement, the three-year agreement allows Sora users to generate short videos featuring beloved characters through simple text prompts. These AI-created videos can be shared across social media platforms, enabling fans to create personalized content with their favorite characters. The agreement specifically prohibits the use of any actor likenesses or vocal reproductions.
Disney’s engagement with OpenAI extends into multiple business areas. The company will deploy OpenAI’s tools for internal operations and new product development, while also implementing ChatGPT for employee use. This broad adoption suggests Disney views AI technology as integral to both its creative output and operational efficiency.
Bob Iger, Disney’s chief executive officer, described the collaboration as a significant milestone for the entertainment sector. He stressed that Disney would approach generative AI thoughtfully and responsibly, ensuring that the technology extends the company’s storytelling capabilities while respecting and protecting creative professionals and their work.
Hollywood studios have generally been reluctant to embrace AI companies, citing concerns about data usage and potential conflicts with entertainment unions. OpenAI has engaged with multiple major studios about Sora’s potential applications. The platform’s September update introduced a social component, allowing users to generate videos, explore content from other creators, and create realistic AI avatars that can appear in user-generated videos with appropriate permissions.