Disney has struck a licensing deal with OpenAI to invest $1 billion into the tech company and bring its array of characters to its generative video platform Sora, a landmark deal that links one of the premier entertainment companies with the industry leader in generative AI.
The three-year deal provides more than 200 Disney, Marvel, Pixar and Star Wars characters for Sora’s users to create short videos for social media, starting in early 2026. The characters — though not the talent who portray or voice them — will also be available for use for ChatGPT’s image-generation platform, and will include everyone from Mickey Mouse to Iron Man to Elsa.
“The rapid advancement of artificial intelligence marks an important moment for our industry, and through this collaboration with OpenAI we will thoughtfully and responsibly extend the reach of our storytelling through generative AI, while respecting and protecting creators and their works,” Disney CEO Bob Iger said in a statement. “Bringing together Disney’s iconic stories and characters with OpenAI’s groundbreaking technology puts imagination and creativity directly into the hands of Disney fans in ways we’ve never seen before, giving them richer and more personal ways to connect with the Disney characters and stories they love.”
Disney will also host a series of curated Sora-generated videos on Disney+, and OpenAI will help power new experiences on the streaming service. Disney employees will also have access to ChatGPT, the companies said.
“Disney is the global gold standard for storytelling, and we’re excited to partner to allow Sora and ChatGPT Images to expand the way people create and experience great content,” OpenAI CEO Sam Altman said in a statement. “This agreement shows how AI companies and creative leaders can work together responsibly to promote innovation that benefits society, respect the importance of creativity, and help works reach vast new audiences.”
Iger teased the incorporation of working with generative AI companies during Disney’s earnings call for investors last month and said that it would permit AI-generated videos on Disney+.
“We’ve been in some interesting conversations with some of the AI companies, and I would characterize some of them as quite productive conversations as well, seeking to not only protect the value of our IP and of our creative engines, but also to seek opportunities for us to use their technology to create more engagement with consumers,” he said.
The agreement comes after Disney has struggled internally with figuring out the best use cases for generative AI, as TheWrap reported last month. The company has focused on protecting its intellectual property from unauthorized uses by generative AI companies, such as its lawsuits against Midjourney and MiniMax, but its own efforts were dealt a blow after its vice president of AI was shown the door in the summer.
Hollywood has been rankled by generative AI’s encroachment upon its talent sectors, most notably by the introduction of the AI-generated “actress” Tilly Norwood in September.
