Disney Sets Up Task Force to Explore AI Applications in Its Entertainment Empire
Disney has formed a task force to delve into the possibilities of artificial intelligence (AI) across its vast entertainment conglomerate, signaling a commitment to leveraging cutting-edge technology. The move comes at a time when Hollywood writers and actors are at odds with the industry’s use of AI. The task force, established earlier this year prior to the writers’ strike, aims to develop AI applications in-house while also seeking partnerships with start-ups, according to sources familiar with the matter.
To support its AI initiatives, Disney currently has 11 open job positions that require expertise in artificial intelligence and machine learning. These positions span various facets of the company, including Walt Disney Studios, the engineering division, theme parks, Walt Disney Imagineering, Disney-branded television, and the advertising team. The job descriptions indicate a clear focus on building an AI-powered ad system for the future.
AI has sparked considerable debate in Hollywood, with writers and actors expressing concerns about its potential impact on job security. This issue has become a central point of contention in contract negotiations involving organizations like the Screen Actors Guild and the Writers Guild of America, both of which are currently on strike.
A spokesperson for Disney declined to comment on the matter. However, a former executive who has worked closely with the company highlighted the long history of AI research at Disney and its relevance to their creative processes. Explaining the company’s motivation, the insider said, Can we develop something that aids us in creating movies, games, or conversational robots within theme parks for people to interact with?
While traditional media companies like Disney are being urged to embrace AI to stay relevant, concerns remain about potentially overwhelming costs associated with film and television production. However, proponents argue that AI could help mitigate these expenses over time, resulting in substantial savings. For example, the Imagineering team at Disney has already showcased projects like Project Kiwi, which uses machine learning to create a small, free-roaming robot based on the beloved character Baby Groot from Guardians of the Galaxy. These AI-powered robots could eventually engage with park guests and provide an innovative and interactive experience.
Furthermore, AI has the potential to enhance customer support and revolutionize interactions within Disney’s parks business. This sentiment is supported by insiders within the company and a former Disney Imagineer who spoke anonymously.
Disney’s engagement with technological innovation is nothing new. Since its inception, the company has been at the forefront of groundbreaking developments. From introducing synchronized sound in the first-ever cartoon with Steamboat Willie in 1928 to holding over 4,000 patents across different areas of their business, Disney has consistently pushed the boundaries of innovation. When Bob Iger became Disney CEO, he made adopting technology one of his top priorities.
Disney’s research and development efforts have also included collaborations with renowned technology universities. They have funded laboratories at esteemed institutions such as the Swiss Federal Institute of Technology in Zurich and Carnegie Mellon University. The research conducted by these labs has focused on AI, machine learning, and visual computing. The resulting advancements have been transformative, leading to the creation of digital humans that are indistinguishable from real people or fantasy characters controlled by actors.
While Disney has made significant progress in integrating AI technologies into their projects over the years, they have been cautious in their public discourse. For instance, for the latest Indiana Jones film, visual effects supervisors emphasized the labor-intensive efforts of over 100 artists who digitally de-aged Harrison Ford to appear younger in certain scenes. This attention to detail highlights Disney’s commitment to maintaining the highest standards of creativity and craftsmanship.
In summary, Disney’s establishment of a task force to explore AI applications across its entertainment empire demonstrates the company’s commitment to embracing technology and innovation. While concerns about job security persist among industry professionals, Disney believes that integrating AI into its creative processes and customer experiences can drive efficiencies and enhance entertainment offerings. As the entertainment industry continues to evolve, it remains to be seen how AI will shape the future of Disney’s iconic brand.
