Disney+ To Feature AI-Created Videos

Disney has announced a partnership with OpenAI to bring Disney’s iconic characters into Sora, a short-form generative AI video platform that aims to unlock new possibilities in imaginative storytelling.

As part of this new, three-year licensing agreement, Sora will be able to generate short, user-prompted social videos that can be viewed and shared by fans, drawing from a set of more than 200 animated, masked and creature characters from Disney, Marvel, Pixar and Star Wars, including costumes, props, vehicles, and iconic environments. In addition, ChatGPT Images will be able to turn a few words by the user into fully generated images in seconds, drawing from the same intellectual property. The agreement does not include any talent likenesses or voices.

Recently, Disney announced it was working on bringing AI-generated content into Disney+, and it has been confirmed that, under the license, fans will be able to watch curated selections of Sora-generated videos on Disney+. It’s not yet clear when this new AI-generated content will be available within Disney+, but with it being curated, it should help reduce the risk of inappropriate content and hopefully result in higher-quality shorts that are safe for the family.

It was also revealed that OpenAI and Disney will collaborate to utilise OpenAI’s models to power new experiences for Disney+ subscribers, furthering innovative and creative ways to connect with Disney’s stories and characters.  Though it’s unclear what these experiences could be.  I could imagine interactive storybooks where you can add your name and image, or other short videos that bring you into the world of Disney characters, that could be easily shared on social media.

Among the characters fans will be able to use in their creations are Mickey Mouse, Minnie Mouse, Lilo, Stitch, Ariel, Belle, Beast, Cinderella, Baymax, Simba, Mufasa, as well as characters from the worlds of Encanto, Frozen, Inside Out, Moana, Monsters Inc., Toy Story, Up, Zootopia, and many more; plus iconic animated or illustrated versions of Marvel and Lucasfilm characters like Black Panther, Captain America, Deadpool, Groot, Iron Man, Loki, Thor, Thanos, Darth Vader, Han Solo, Luke Skywalker, Leia, the Mandalorian, Stormtroopers, Yoda and more.

Alongside the licensing agreement, Disney will become a major customer of OpenAI, using its APIs to build new products, tools, and experiences, including for Disney+, and deploying ChatGPT for its employees.  As part of the agreement, Disney will make a $1 billion equity investment in OpenAI, and receive warrants to purchase additional equity.

Under the agreement, Disney and OpenAI are affirming a shared commitment to the responsible use of AI that protects user safety and the rights of creators.  According to the companies, this deal will advance human-centred AI that respects the creative industries and expands what is possible for storytelling.

Robert A. Iger, CEO, The Walt Disney Company, said in a statement regarding this new deal:

“Technological innovation has continually shaped the evolution of entertainment, bringing with it new ways to create and share great stories with the world.  The rapid advancement of artificial intelligence marks an important moment for our industry, and through this collaboration with OpenAI we will thoughtfully and responsibly extend the reach of our storytelling through generative AI, while respecting and protecting creators and their works. Bringing together Disney’s iconic stories and characters with OpenAI’s groundbreaking technology puts imagination and creativity directly into the hands of Disney fans in ways we’ve never seen before, giving them richer and more personal ways to connect with the Disney characters and stories they love.”

Sam Altman, co-founder and CEO of OpenAI, added:

“Disney is the global gold standard for storytelling, and we’re excited to partner to allow Sora and ChatGPT Images to expand the way people create and experience great content.  This agreement shows how AI companies and creative leaders can work together responsibly to promote innovation that benefits society, respect the importance of creativity, and help works reach vast new audiences.”

Sora and ChatGPT Images are expected to start generating fan-inspired videos with Disney’s multi-brand licensed characters in early 2026.

As with this type of deal, it remains subject to negotiation of definitive agreements, required corporate and board approvals, and customary closing conditions.  So it might still not happen, especially if the public backlash to the announcement highlights a potential problem for Disney.

Roger’s Take:  I’m very much in two minds over this announcement.   From a business perspective, I understand why Disney wants to ensure that it’s involved in this technology as early as possible and years from now, doesn’t want to be sitting on the outside looking in.  Ultimately, AI is now a reality that Disney needs to adapt to, and this partnership could result in some interesting shorts for Disney+ that younger audiences might enjoy.  Disney is very protective of its intellectual property, and being a part owner of OpenAI will enable it to work with OpenAI more easily to protect its brands and characters.   

The cost of producing these AI-generated shorts will be far lower than traditional methods, enabling them to churn out new shorts constantly. But will they meet the Disney standard that people expect? 

However, I also feel this continues to show how out of touch Disney executives are with the general public on AI use, especially in the creative field.  Social media is becoming flooded with “AI slop” and many don’t want to watch generic drivell that no human has been involved in creating.  It seems to go against the very notion of what Disney stands for.  

It’ll be interesting to see how this technology develops over time, especially if it can help improve how Disney+ works, but I’m really hoping the general public avoids watching these new AI-generated shorts, giving a clear signal to executives that this isn’t what they want to watch.  If the opposite happens and these AI-generated shorts become very popular, we will likely see this type of content grow, especially as the technology improves.   

Ultimately, the audience will decide whether AI-generated content is worth watching.  If nobody watches it, Disney will throw it to the curb like many of its other projects, but if audiences embrace it, Disney is in a much better position to capitalise on it.  

What do you think of this new deal with OpenAI?  Let me know on social media!