The Walt Disney Company has entered into a three-year partnership with OpenAI to enable users to generate AI-powered videos featuring Disney's most beloved characters on the Sora platform. The deal comes with a $1 billion equity investment in OpenAI by Disney.
Released in September, Sora allows users to create short videos from text prompts. Under the new deal, users will have access to more than 200 characters across Disney, Pixar, Marvel and Star Wars, including iconic figures such as Mickey Mouse, Simba, Elsa, Iron Man and Darth Vader. This includes animation, illustrations, and living characters with costumes, props, and vehicles. Users of ChatGPT images can also incorporate these characters into their visual works.
Disney emphasized that the deal does not include the likeness or voice of the talent. “The rapid advances in artificial intelligence are at an important time for our industry,” said Disney CEO Bob Iger. “Through this collaboration with OpenAI, we look forward to expanding the scope of storytelling through generative AI in a thoughtful and responsible way, while respecting and protecting creators and their work.”
OpenAI CEO Sam Altman highlighted AI's potential to responsibly scale creativity, saying, “Disney is the global gold standard in storytelling, and we're excited to partner with Sora and ChatGPT Images to expand the ways people create and experience great content. This agreement demonstrates how AI companies and creative leaders can responsibly collaborate to drive innovation that benefits society.”
The company also plans to use OpenAI's APIs to develop new products, tools, and experiences, including for Disney+. While Disney has previously taken legal action against other AI platforms for intellectual property infringement, this partnership signals a cautious and proactive approach to AI in the creative industries.
The move positions Disney as the leading media company to experiment with AI while maintaining control of its intellectual property, potentially shaping the future of AI-driven storytelling.
