Artificial Intelligence is a hot-button topic these days, but Disney is embracing it head on, viewing it as a meaningful long-term opportunity.
Disney and AI
In its Q2 earnings report, Disney stated that AI play a role across five areas of Disney’s business: content creation and production, monetization, workforce productivity, guest and consumer experiences, and enterprise operations.
At the same time, they also state they are committed to implementing AI in a way that keeps human creativity at the center of everything they do and respects creators and the value of the company’s intellectual property.
During the webcast, CEO Josh D’Amaro said AI can help guests plan vacations, although he did not give specific examples:
A Disney vacation means a lot to our fans, and we’re using AI to reduce the complexities around planning and booking a trip and trying to make that whole experience specifically tailored to what our guests want most.
Disney has already been encouraging its employees to use AI tools more.
Just three months after announcing a three-year partnership with Disney, OpenAI shut down their Sora video platform. Disney said at the time, “We appreciate the constructive collaboration between our teams and what we learned from it, and we will continue to engage with AI platforms to find new ways to meet fans where they are while responsibly embracing new technologies that respect IP and the rights of creators.”
Walt Disney Imagineering was recently hiring an AI executive to lead the building of an “AI-first platform that will fundamentally change how Imagineering creates.”
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