Walt Disney and OpenAI have reached an agreement allowing the use of beloved Disney characters across various Disney brands on OpenAI’s social video platform, Sora.
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The deal represents major support for AI-generated content from one of the world’s largest media companies. OpenAI described the agreement on its website as “historic,” with expectations that it could reshape Hollywood’s content industry.
Announced on Thursday, the partnership will last three years, marking a significant step for Hollywood in adopting generative AI, overcoming concerns about AI’s impact on creative jobs and intellectual property rights.
According to Axios, the agreement includes a $1 billion investment from Disney into OpenAI, with the possibility of acquiring additional shares in the future.
Under the agreement, users can create social videos featuring over 200 characters from Disney, Marvel, Pixar, and Star Wars, including animated, costumed, and various creatures. Users will also have access to hundreds of tools and assets, such as lightsabers, to create customized still images or short videos for social media.
However, the deal does not allow the use of character voices or the production of long videos using Disney intellectual property.
OpenAI has committed to implementing responsible practices for trust and safety, including age-appropriate policies and reasonable platform controls, according to the agreement statement. This is especially important to Disney, which previously raised concerns about AI platforms being used by children in ways that could misuse its character names and images.
The agreement gives Disney substantial control over how its characters and IP are used. A joint steering committee between OpenAI and Disney will monitor user-generated content to ensure compliance with Disney’s brand guidelines, specifying prohibited uses of its characters.
Disney CEO Bob Iger said, “Through this collaboration with OpenAI, we will responsibly expand our storytelling capabilities using generative AI, while respecting and protecting our creators and their work.”
A source also indicated that Disney plans to use OpenAI tools internally to support film production, aiming to improve efficiency.
This partnership follows criticism from Creative Artists Agency (CAA), Hollywood’s leading talent agency, which warned that Sora could expose artists to “significant risks” and raised questions about whether creators would be compensated for their work.
