Disney CEO Bob Iger recently outlined the company's updated strategy for artificial intelligence during its Q4 earnings call, announcing that Disney+ will soon allow users to create and view AI-generated content. This move has garnered significant industry attention, marking a pivotal step for Disney as Hollywood grapples with the divisive impact of AI.
Iger revealed that Disney has engaged in "interesting and productive conversations" with various AI companies. These discussions have centered on critical areas such as intellectual property protection, creative development, and leveraging technology to enhance audience engagement. He underscored that the company's paramount objective is to "protect all of Disney's intellectual property," particularly ensuring that classic characters are not misused as AI tools become more prevalent.
Regarding practical AI applications, Iger indicated that Disney sees opportunities to boost efficiency across its operations, from film and television production to administrative processes and supporting cast and crew. He emphasized that the company does not intend for AI to replace human labor. Instead, Disney is actively negotiating with its talent and crew to explore how AI can assist in creative and production workflows, positioning the technology as an aid rather than a threat.
Discussing the future trajectory of Disney+, Iger described AI as ushering in the "largest technological and product transformation" since the platform's launch in 2019. He disclosed plans to introduce "gamification features," with development assistance from Epic Games, the creators of "Fortnite." Furthermore, Disney+ will support user-generated content in the form of short-form videos, providing a space for users to browse and share, thereby fostering a more interactive streaming ecosystem.
While the prospect of open AI content is exciting, concerns have emerged regarding the potential for Disney characters to be depicted in inappropriate contexts. This apprehension is heightened by past incidents, such as when Darth Vader was prompted by players to make inappropriate remarks within "Fortnite," underscoring the challenges platforms face in managing AI tools.
via： ComicBookMovie.com