The Walt Disney Co. announced a new partnership with artificial intelligence company OpenAI that includes a $1 billion investment and a licensing agreement allowing select Disney-owned characters to be used in AI-generated short videos. Under the agreement, OpenAI will be permitted to generate short-form videos using characters from Disney, Marvel, Star Wars and Pixar through its Sora platform. Some of the content will be curated by Disney and made available on Disney+. Financial terms of the licensing agreement were not disclosed, though Disney said the deal allows for compensation tied to the use of its intellectual property. The agreement does not include the likenesses or voices of actors.
The partnership comes as entertainment companies increasingly grapple with how to manage the rapid growth of generative artificial intelligence. While AI tools were initially viewed as a potential threat to the film and television industry, studios are now exploring ways to work with the technology while protecting creative assets. Disney Chief Executive Bob Iger said the agreement reflects an effort to balance innovation with respect for intellectual property. He said AI-generated content could help Disney connect with younger audiences while maintaining creative standards.
The agreement includes content guidelines designed to limit how characters can be portrayed and to prevent uses that conflict with Disney’s brand. Both companies acknowledged that safeguards will continue to evolve as the technology develops. In addition to the content licensing, Disney will be able to use OpenAI tools internally to support employee workflows and develop new products and services. The partnership will be exclusive for one year.
The announcement follows ongoing disputes between entertainment companies and technology firms over the use of copyrighted material in AI training and content generation. Disney has said it will continue to defend its intellectual property while pursuing partnerships that align with its creative goals.
