From Groot to Generative AI: Disney's Quest to Redefine Entertainment with Technology


 

The Walt Disney Company has embarked on a strategic endeavor to delve into the potential applications of artificial intelligence (AI) across its multifaceted business domains, as revealed by a report from Reuters. This undertaking is aimed at achieving a dual objective: reducing operational costs and enriching customer experiences. This decision has been made despite the ongoing contentious scenarios created by strikes involving Hollywood writers and actors, some of whom view AI as a formidable adversary.

Among the diverse applications envisaged by Disney, a prime focus is on harnessing AI to effectively manage the astronomical expenses associated with producing movies and television shows. It's not uncommon for major film releases to incur costs reaching as high as $300 million. Furthermore, Disney envisions employing AI to amplify customer support services and foster unique interactions within its iconic theme parks. An exemplar of this concept was displayed in 2021 when Disney introduced "Groot," an AI-powered robot that roams freely and engages with visitors in its theme parks, inspired by the Marvel character.

Notably, Disney is actively recruiting professionals with expertise in machine learning and AI, as evidenced by numerous job listings on its official website. This strategy underscores the company's commitment to unraveling the potential of AI across various segments, spanning from its film studios and theme parks to its advertising division, where plans are underway to devise an AI-driven advertising mechanism.

Sources familiar with the matter have indicated that the AI task force within Disney, a venture that predates the ongoing writers' strike by the Writers Guild of America (WGA), is dedicated to developing in-house generative AI applications and also forging partnerships with AI startups. Although an official Disney spokesperson refrained from commenting on the Reuters report, an internal proponent of AI within the company conveyed that traditional media enterprises must embrace AI adaptation to avoid becoming obsolete.

However, Disney's proactive stance on AI has encountered resistance from Hollywood's creative workforce, particularly writers and actors who perceive generative AI as a potential threat to their livelihoods. The possibility of automating aspects of creative work, including performances by actors, has engendered contentious negotiations with industry unions like the Screen Actors Guild and WGA, both of which are currently engaged in strikes.

In previous instances, Disney has showcased technological innovations, exemplified by its use of neural networks to manipulate the age of actors or the development of "Digital Humans," computer-generated stand-ins puppeteered by human operators to replicate human performances on screen. However, insiders maintain that these technological advancements are intended to complement human actors rather than replace them.



 

Disney's historical commitment to technological innovation, tracing back to pioneering achievements like the synchronized soundtrack in "Steamboat Willie" (1928), is emblematic of its continuous pursuit of progress. In this context, Disney views the integration of AI as a natural progression of technology. A senior executive familiar with Disney's operations emphasized that AI research within the company has been ongoing for an extended period, encompassing endeavors related to movie-making, game development, and even conversational robots for theme park interactions.

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