A multi-franchise approach is demonstrating Disney’s AI confidence through a $1 billion OpenAI investment and comprehensive licensing deal. The three-year agreement grants Sora access to characters from Disney, Marvel, Pixar, and Star Wars—Disney’s most valuable properties.
Disney announced Thursday that the partnership enables Sora users to create short social videos featuring characters from all major Disney franchises through text-based prompts. These AI-generated videos can be shared and viewed by fans, with Disney’s willingness to include its most valuable intellectual property demonstrating extraordinary confidence in the partnership. The licensing terms specifically exclude any use of talent likenesses or voices.
The collaboration extends throughout Disney’s operations. The entertainment company will utilize OpenAI’s tools for new product development and customer experiences, while deploying ChatGPT for employee productivity. This multi-franchise commitment shows Disney views AI as appropriate for its entire portfolio rather than limiting risk to lesser properties.
CEO Bob Iger described the collaboration as marking a pivotal 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 franchise inclusion signals Disney’s deep confidence in both the technology and the partnership structure.
The entertainment industry has largely avoided AI partnerships, wary of data usage and union relations. OpenAI has engaged with several major studios about Sora’s potential, but Disney’s inclusion of all major franchises demonstrates unprecedented 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 produce AI avatars that can be incorporated into videos with appropriate permissions.
