Generative AI is a hot topic in Hollywood because it’s stealing intellectual property left and right. But what happens if the studio abandons everything?
Well, Disney is trying to find out.
According to The Hollywood Reporter, Disney CEO Bob Iger said during an earnings call that the service is “developing the biggest and most significant changes from a product standpoint, from a technology standpoint, since we launched in 2019.”
Perhaps the biggest of these changes is that Disney+ subscribers may soon be able to create and share their own short-form AI videos featuring some of the world’s most famous and treasured characters from Disney’s catalog.
Let’s dive in.
The future of our fanfiction
This route to Disney is very interesting. It certainly has some guardrails, but it’s basically handing over the IP to users and allowing them to create their own short videos of characters in its vast catalog.
During the conference call, Iger was clear about the goal of a “more engaging experience” for users. The ability to create AI-powered UGC is believed to be a key driver of this effort.
“The other thing that we’re really looking forward to is what AI will allow us to do, and that is give Disney+ users a more engaging experience, including the ability to create user-generated content and consume content (primarily short-form) created by other users,” Iger said.
This is a major turning point for the company, which has been very protective of its IP and all of its characters.
They also engage in what appears to be a passive service, relying on viewers to generate content and entertain themselves for a fee.
The IP Paradox: Control and Creation
The tension surrounding this announcement is clear. The company has battled copyright infringement for years, even suing platforms like Midjourney over the unauthorized use of its characters in training AI models.
However, these proactive partnerships feel less like they’re protecting creators and more like they’re trying to find new revenue for themselves.
Iger said the company has had “productive conversations” with anonymous AI developers and that any partnership should “reflect the need to protect intellectual property.”
But none of this protects the people who create the characters and worlds, and their work may be at risk. Because Disney would rather have people create their own stories, or at least test their ideas, than pay someone to create stories for the masses.
It looks like it’ll be fun to delve into the fan-driven digital economy centered around iconic franchises like Marvel, Star Wars, and Pixar.
But as a writer, I continue to think that people were so excited about it because of the story that was told to them. And taking away storytellers’ jobs devalues these characters in the long run.
What’s next in the streaming wars?
Disney’s move isn’t just about fun fan videos. It is a strategic response to changes in the digital environment. User attention is increasingly focused on short-form, personalized, and interactive content on platforms like TikTok and YouTube.
Disney now competes with these platforms by allowing users to stay on the site and generate videos to entertain themselves.
They’re positioning themselves as a total entertainment destination, not just a treasure trove of movies and shows, so we’ll have to see where they’re cutting funding to do these new ventures on their platform. And we need to understand how the people who come up with the characters and worlds used will be compensated.
And we’ll have to see which other studios follow suit.
bring it all together
While details about the exact technology and timeline are still hazy, the announcement hints at a future in which the lines between content consumers and creators are rapidly blurring, even within the most tightly controlled entertainment empires.
We will discuss this in more detail as the technology and practical usage develops.
Let us know what you think in the comments.
