Disney CEO Bob Iger has made one of Hollywood’s boldest AI commitments, investing $1 billion in OpenAI while licensing the company’s extensive character library for AI video generation. The deal provides Sora with rights to more than 200 characters spanning Disney’s entertainment portfolio, from classic animation to modern superhero franchises.
The three-year agreement announced Thursday enables Sora users to create short videos featuring Disney characters through text prompts. These AI-generated social videos can be shared and viewed by fans, representing a new avenue for audience engagement with Disney properties. The licensing terms specifically exclude actor likenesses and voices.
Disney’s involvement with OpenAI goes beyond content licensing to encompass operational integration. The entertainment company will deploy OpenAI’s tools for new product development and experiences, while also implementing ChatGPT for employee use. This comprehensive adoption indicates Disney’s view of AI as a transformative business technology.
Iger described the partnership as marking a significant moment for the entertainment industry, emphasizing Disney’s commitment to thoughtfully and responsibly extending its storytelling through generative AI. His statement stressed the importance of respecting and protecting creators and their work, addressing concerns from entertainment professionals about AI’s impact.
Hollywood has generally maintained distance from AI companies, wary of data usage and union relations. OpenAI has engaged with multiple major studios about Sora’s creative and commercial potential, but Disney’s commitment represents a breakthrough. The updated Sora platform, launched in September with limited access, allows users to generate clips from text prompts, view community content, and create AI avatars for video integration with owner permission.