NEWS: Disney to Explore A.I. and Cut Costs With Special Task Force

Disney seems to be wading deeper into the waters of a controversial topic.

Artificial Intelligence has become a major point of conversation, and sometimes contention lately, particularly when it comes to AI’s potential threat to certain jobs, how it could change many things, and when/where it is appropriate or inappropriate to use. Walt Disney once said “We keep moving forward—opening up new doors and doing new things—because we’re curious. And curiosity keeps leading us down new paths.” And now it seems AI could be a new path Disney is actively pursuing.

According to Reuters, Disney has formed a “task force” with the goal of studying artificial intelligence (AI) and how it can be applied throughout the company.

The task force is researching the development of AI applications in-house, and also looking at forming partnerships with other companies, specifically startups (according to some sources).

Disney reportedly has various job openings where it is searching for individuals that have artificial intelligence experience.

The open positions seem to span the entire company, from Imagineering to the studios and even Disney’s advertising team. One posting on the Disney Careers website details the tasks for The R&D Imagineer Senior – Generative Artificial Intelligence position. In it, it notes that the person will have to:

“Generate concepts and build prototypes for new AI tools that will enhance Imagineers’ ability to create, design and deliver a variety of projects around the world.
Stay up to date with new generative AI research, technologies, and applications in academia and industry and share this knowledge with relevant colleagues.”

This Disney AI task force was reportedly launched earlier in the year before the writers’ strike began within the entertainment industry. One of the big topics at issue for both the writers’ strike and actors’ strike is the industry’s exploitation of AI technology.

Burbank Disney Company Headquarters ©️LA Times

According to Reuters, one source in support of AI said that companies like Disney either need to figure out how to use AI or risk becoming obsolete. That source argued that AI could be just one tool to help control the high costs of producing movies and TV shows at Disney.

We’ve already noted how a big budget could have been one of the major issues faced by Disney’s latest Indiana Jones movie, making it difficult for films like this to break even at the box office.

One source also told Reuters that AI could be used to enhance customer support at Disney’s parks or create unique experiences.

A former Imagineer they spoke to reportedly pointed to Project Kiwi as an example of this — this is that life-size robot of Baby Groot that we’ve seen in the past. Project Kiwi used “machine-learning techniques” to bring this creature to life. (Machine learning is a branch of AI that helps give computers the power to learn without being programmed.)

What might current Disney CEO Bob Iger have to say about all of this? Well, Reuters points out that during his first “stint” as CEO, Iger made technological advancements one of his core priorities. That ultimately led to a major research initiative that saw Disney partner with universities around the world.

Disney has also worked with digital voice assistants like Amazon’s Alexa to create Hey Disney!, now available via the Alexa store and in select Disney World hotels.

Plus, we’ve seen the free Disney Genie service act as a digital planning assistant and create an itinerary for guests based on their interests.

Iger has more recently said that AI presents “interesting opportunities” for Disney and that Disney is already using AI to “create some efficiencies” that can “ultimately better serve consumers.”

But he warned that “AI is going to be highly disruptive, and it could be extremely difficult to manage, particularly from an IP management perspective.” Despite those potential concerns, Iger has said he is “bullish” about the possibilities.

We’ll have to continue to watch for how AI may be utilized in the Disney parks and beyond, and how Disney ultimately handles any controversies or problems surrounding the technology. Stay tuned for more news on that and all things Disney.