A character-driven content strategy is evolving with Disney’s AI partnership through a $1 billion OpenAI investment. The three-year licensing deal grants Sora access to over 200 characters, fundamentally changing how Disney leverages its character assets.
Disney announced Thursday that the partnership enables Sora users to create short social videos featuring beloved characters through text-based prompts. These AI-generated videos can be shared and viewed by fans, expanding Disney’s character-driven strategy from traditional media into AI-enabled user generation. The agreement specifically prohibits the use of talent likenesses or voices while enabling character-based creation.
The collaboration extends throughout Disney’s operations. The entertainment company will utilize OpenAI’s tools for new product development and experiences, while deploying ChatGPT for employee productivity. This comprehensive approach demonstrates how AI enables new dimensions of character-driven content strategy beyond traditional production and distribution.
CEO Bob Iger described the collaboration as marking an important moment for the entertainment sector. He emphasized Disney’s commitment to responsibly extending its storytelling capabilities through generative AI while protecting creators and their work. This strategic evolution positions Disney’s characters as platforms for AI-enabled creation rather than solely traditional content.
The entertainment industry has largely maintained distance from AI companies, worried about data usage and union relations. OpenAI has engaged with several major studios about Sora’s potential, but Disney’s character-focused strategy demonstrates how AI can enhance rather than replace traditional content approaches. The updated Sora platform, launched in September with invitation-only access, allows users to generate videos from text prompts, explore content from other users, and create realistic AI avatars with user-granted permissions.
