In a strategic move aimed at maintaining its cutting-edge status, Disney has reportedly launched an AI task force dedicated to infusing artificial intelligence into its operations. This initiative, set in motion before the recent Hollywood strikes, showcases Disney’s proactive stance in adapting to the evolving entertainment landscape.

Sources reveal that Disney’s commitment to this technological leap is underscored by multiple job listings targeting AI and machine learning experts across diverse sectors such as film studios, theme parks, and advertising.

While the AI task force was formed before the strikes, the ongoing discussion about AI’s role in the industry remains contentious. The Alliance of Motion Picture and Television Producers’ proposal to employ AI for the perpetual replication of background actors has ignited impassioned debates about creative rights, ownership, and equitable compensation.

This ‘groundbreaking’ AI proposal that they gave us yesterday: they propose that our background performers should be able to be scanned, get paid for one day’s pay, and their company should own that scan their image, their likeness and should be able to use it for the rest of eternity in any project they want with no consent and no compensation So if you think that’s a groundbreaking proposal, I suggest you think again.- SAG-AFTRA negotiator Duncan Crabtree-Ireland

Leading industry bodies, including the Screen Actors Guild and the Writers Guild of America, are yet to find common ground with the AMPTP regarding these issues. The challenges within these negotiations serve as a microcosm of the intricate dynamics surrounding AI’s influence on reshaping creative professions and labor norms.

Disney’s proactive approach in establishing an AI task force mirrors the delicate equilibrium industries must achieve between technological advancement, ethical considerations, and artistic innovation. As AI’s impact reverberates across various sectors, Disney’s initiative signifies the broader challenges businesses grapple with in navigating increasingly complex technological terrain. This pioneering endeavor positions Disney not only as an entertainment leader but also as a proactive pioneer in embracing the potential of AI.