Breaking with Hollywood’s cautious approach to artificial intelligence, Disney has announced a $1 billion investment in OpenAI alongside a character licensing deal that brings Mickey Mouse, Marvel heroes, and Star Wars characters to AI-generated video. The agreement grants Sora access to over 200 characters from Disney’s vast entertainment catalog.
The three-year licensing partnership enables users to create short social videos featuring Disney characters through text-based prompts. These AI-generated clips can be viewed and distributed by fans, opening new creative possibilities for audience engagement. However, Disney has established clear boundaries by excluding all talent likenesses and voices from the agreement.
Disney’s relationship with OpenAI encompasses more than content licensing. The company will implement OpenAI’s technology across its operations, using AI tools to build new products and experiences while deploying ChatGPT for employee productivity. This comprehensive integration reflects Disney’s strategic commitment to AI adoption.
CEO Bob Iger characterized the partnership as marking an important moment for the entertainment industry. His statement emphasized Disney’s intent to extend its storytelling reach through generative AI while maintaining a thoughtful and responsible approach that protects creators and their contributions. This framing appears designed to address concerns from creative professionals.
The entertainment industry has largely kept AI companies at arm’s length, worried about data protection and union relations. OpenAI has been in discussions with several major studios about Sora’s creative and commercial applications. The platform’s recent upgrade, launched in September as an invitation-only app, allows users to generate videos from text descriptions, view community content, and create AI avatars that can be incorporated into videos with owner permission.