A Disney investment is fueling OpenAI’s entertainment industry expansion through a $1 billion commitment and licensing agreement that grants Sora access to Disney characters. The three-year deal encompasses over 200 characters from Disney, Marvel, Pixar, and Star Wars properties.
According to Thursday’s announcement, the partnership enables Sora users to create short social videos featuring beloved characters through text-based prompts. These AI-generated videos can be viewed and shared across platforms, opening new creative possibilities for fans. The licensing terms specifically exclude any use of talent likenesses or voices.
Disney’s partnership with OpenAI extends into operational integration. The company will deploy OpenAI’s tools for new product development and customer experiences, while implementing ChatGPT across its workforce. This broad adoption reflects Disney’s strategic view of AI as transformative to both entertainment and business operations.
Bob Iger, Disney’s chief executive officer, described the collaboration as representing a significant moment for the entertainment sector. He stressed that Disney would approach generative AI thoughtfully and responsibly, ensuring the technology extends the company’s storytelling capabilities while respecting and protecting creative professionals. This framing acknowledges the sensitive nature of AI adoption.
The entertainment industry has largely maintained distance from AI companies, worried about data usage and labor relations. OpenAI has been in discussions with several major studios about Sora’s applications, but Disney’s agreement represents a watershed moment. The updated Sora platform, launched in September with invitation-only access, allows users to generate videos from text prompts, explore content from other creators, and create realistic AI avatars with user-granted permissions.