Disney Prepares to Launch Groundbreaking AI Initiative Reshaping Creative Processes

The Walt Disney Co. is bracing to announce a significant AI initiative. Sources reveal this move will revolutionize post-production and visual effects. TheWrap got the scoop on Thursday from individuals familiar with the matter.

The initiative will reportedly enlist hundreds of employees. While visual effects take center stage, sources also hint at its impact on it’s theme parks and experiences, albeit elements consumers won’t directly notice.

AI’s Reach Into Disney Parks

Few specifics have emerged, but one insider alluded to potential shifts in guest experiences. Still, Disney—true to form—remained silent on these claims, declining to offer a comment.

A separate insider downplayed the scale of the rumors. This source suggested the AI projects weren’t as far-reaching as others had indicated and emphasized that it’s too early to gauge when an official announcement might surface.

Industry Shifts and Comparisons

The moment the news rippled through tech circles and Wall Street, buzz began building—despite the scant details offered.

Disney isn’t lone in its AI pursuit. In September, Lionsgate teamed up with tech firm Runway, deploying AI to streamline pre- and post-production across its films and television series.

Rich Greenfield from LightShed Ventures remarked that Disney’s adoption of AI echoes its long tradition of technological partnerships. “Disney’s AI push is a natural extension of its tech-forward approach,” he noted.

Disney CEO Bob Iger on AI’s Future

CEO Bob Iger hasn’t shied away from embracing AI, especially when it comes to storytelling. At Canva Create in May, Iger emphasized that AI can be a tool to enhance creative narratives. “AI is just another tool,” he expressed.

While many fear AI’s takeover in media, Iger preached a different view, encouraging the shift. “Let technology propel us to tell richer stories and connect with more people,” Iger urged.

It’s multi-faceted operations—from content creation to theme parks—seem primed for AI integration. With vast data at its fingertips, it has the opportunity to fine-tune guest experiences and productions alike.

Scrutiny Amid Hollywood AI Debates

Despite Disney’s forward motion, AI remains a flashpoint in Hollywood. The timing of this announcement aligns with broader industry concerns over technology’s growing role in film—and the potential fallout.

Many creatives see AI as a looming threat, worried it will erode job security. Several visual effects divisions, including those at Marvel Studios, have already pushed for unionization. AI’s place in these teams has ignited controversy.

This disquiet comes as Disney navigates recent hiring cuts. By the close of 2023, Disney slashed around 7,000 positions, targeting an initial 8,000 cuts. The final wave, completed in September, impacted roughly 300 employees.

AI Already Steeped in Productions

Even though Disney’s AI initiative signals a dramatic shift, the company has dipped into AI’s potential for some time. AI has aided various productions, such as “Elemental” and “The Mandalorian,” where it shaped visual effects and character animations, from creating Ember’s realistic flames to bringing a youthful Luke Skywalker to life.

Yet, Disney’s ambition to harness AI on a grander scale signals a bolder transformation. Its plans for embedding AI into stories, visuals, and even the theme parks speak to an industry-wide transformation.

Creatives on Edge Over AI’s Role

Despite Disney’s optimism, AI has rattled the creative community. Artists, writers, and workers in industries most deeply affected by production cuts are apprehensive. Unions have flagged AI as a significant pressure point in negotiations.

As it’s official AI initiative edges closer to an unveiling, it is certain to stoke further debates across Hollywood and beyond.

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