Asger Risom
Disney’s chief executive is defending a bold partnership with one of the most powerful AI companies in the world, arguing that it positions the entertainment giant where younger audiences are already heading.
Disney’s chief executive is defending a bold partnership with one of the most powerful AI companies in the world, arguing that it positions the entertainment giant where younger audiences are already heading. The move marks a shift for a company long known for tightly guarding its creative assets.
Bob Iger says the agreement is about participation, not resistance, as new forms of media reshape how people spend their time.
A strategic partnership
Disney has signed a licensing deal with OpenAI that allows ChatGPT and the Sora video platform to use iconic characters such as Mickey Mouse and Darth Vader, according to Business Insider. As part of the agreement, Disney is also investing $1 billion in OpenAI and becoming a major customer of the company.
Speaking on CNBC alongside OpenAI CEO Sam Altman, Iger said the deal opens the door to fast-growing technology that is redefining entertainment. “It gives us an opportunity, really, to play a part in what is really a breathtaking, breathtaking growth in essentially AI and new forms of media and entertainment,” he said.
Targeting younger audiences
Iger said the partnership aligns with Disney’s goal of boosting engagement, particularly among younger users who spend increasing amounts of time on social and user-generated platforms. Time spent on traditional streaming has largely plateaued, even as companies pour more money into content.
Disney plans to begin by featuring select Sora-created videos on Disney+. Over time, Iger said, users could be able to create videos directly within the streaming platform. “That’s a big step for us,” he said.
Altman said demand for Disney characters on OpenAI products is already “off the charts,” pointing to uses like inserting yourself into a Star Wars lightsaber scene or generating a Buzz Lightyear birthday message.
Choosing involvement over disruption
Iger framed the deal as a way to embrace innovation rather than be sidelined by it. “We think this is actually a way for us to be part of these developments, as opposed to being harmed by them,” he said.
He also pushed back against concerns that AI threatens creative workers. “This does not in any way represent a threat to the creators at all. In fact, the opposite,” Iger said, adding that licensing helps protect creative contributions.
Disney said the agreement excludes talent likenesses or voices and includes safeguards around how its intellectual property can be used.
A complex AI relationship
The OpenAI pact comes even as Disney remains wary of unlicensed AI use. In June, Disney and NBCUniversal sued Midjourney, alleging the AI company produced unauthorized copies of copyrighted works. That case is ongoing.
For Iger, the OpenAI deal represents a calculated bet that controlled collaboration is better than standing still.
Sources: CNBC
