From Cinderella to Marvel heroes, Disney is opening its full portfolio to AI through a $1 billion OpenAI investment and licensing deal. The three-year agreement grants Sora access to over 200 characters spanning Disney’s entertainment history.
The partnership announced Thursday allows Sora users to create short social videos featuring characters from across Disney’s diverse franchises through text-based prompts. These AI-generated videos can be shared and viewed by fans, bringing together classic fairy tale characters and modern superheroes in new ways. The licensing terms specifically exclude any use of talent likenesses or voices.
Disney’s commitment to OpenAI encompasses operational integration. The entertainment 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 integral to its future across all properties.
CEO Bob Iger characterized the partnership as marking a significant moment for the entertainment industry. He emphasized Disney’s intention to responsibly extend its storytelling capabilities through generative AI while protecting creators and their work. This comprehensive character access demonstrates Disney’s confidence in the partnership.
The entertainment industry has largely maintained distance from AI companies, worried about data usage and labor relations. OpenAI has engaged with several major studios about Sora’s potential, but Disney’s full portfolio commitment represents extraordinary trust. The updated Sora platform, launched in September with invitation-only access, enables users to generate videos from text prompts, explore content from other users, and create realistic AI avatars with user-granted permissions.